Glossary
Translation memory
Translation memory (TM) is a database of previously approved source and target segments. When similar copy appears again, the system suggests or reuses the approved translation so product names, claims, and UI strings stay consistent over time.
Why it matters
Without TM, recurring copy may be translated differently across campaigns. TM can reduce repeated work, support review and improve consistency in approved language. Nativ uses TM alongside brand voice guidance in creative-localisation workflows.
TM inside cultural localisation
TM is necessary but not sufficient for marketing creatives. It locks terminology. Culturalisation still decides tone, imagery, and when a line needs transcreation instead of reuse.
Promote reviewer corrections into TM deliberately. Noise in TM becomes permanent brand debt.
Related terms
Localise with brand voice intact
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