Adaptation involves a process that usually results in correct interpretation of the source text rather than common translation. Adaptation is used for advertising and marketing materials designed for promotion of a company, goods or services within a new market area. In the process of adaptation it is vital to retain the nature and functionality of the source text while its form and semantics may change.
Localisation is very similar to adaptation and it usually applies to adaptation of a website, software, application or other content in such a way as to achieve its absolute compatibility with the target country or region. Language is of course of prime importance in this process, but proper localisation is a multi-faceted task and unprofessional adaptation may undermine the efficiency of even a high-quality content.
A vital aspect of any localisation is the so-called brand checking. The process involves checking of a certain brand name in the target country or culture for possible negative associations which may adversely affect its perception in a new market area.
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