Proceedings of the International scientific and practical conference ―Multidisciplinary approaches in science, technology and culture‖ (September 5-7, 2025) / Publisher website: www.naukainfo.com. – Oxford, United Kingdom, 2025. - 124 p.

109 associations and timing expectations. German localization might render this as ‗ Black Friday Angebote ‘ while providing additional context about the American origin of the shopping event, since German consumers may not share the same cultural understanding of the post-Thanksgiving shopping tradition. Localization practitioners must balance global brand consistency with local relevance. McDonald‘s provides an excellent case study, where core branding elements remain consistent globally while menu items, pricing formats, and promotional strategies adapt to local tastes and cultural preferences. The German market receives localized content that acknowledges local food culture, business practices, and consumer expectations while maintaining recognizable brand identity [2, p. 39]. Transcreation represents the most creative and culturally adaptive approach, prioritizing emotional resonance and persuasive impact over semantic fidelity. This discipline treats the source content as inspiration rather than constraint, focusing on recreating the desired response within target audiences rather than preserving specific linguistic or structural elements [1; 4]. The creative freedom inherent in transcreation becomes apparent in advertising campaigns where cultural values, humor styles, and persuasive techniques vary dramatically between markets. Nike‘s ‗ Just Do It ‘ campaign demonstrates transcreation principles when adapted for German markets. Rather than literal translation, German campaigns might emphasize different motivational concepts that resonate more effectively with German cultural values around achievement, persistence, and personal excellence. Luxury brand messaging provides another compelling example of transcreation in practice. English marketing copy emphasizing individual achievement and personal success might require complete reconceptualization for German audiences who may respond better to messages emphasizing quality, tradition, and craftsmanship. A transcreator might transform ‗ Be the envy of everyone ‘ into German messaging focused on ‗ Erleben Sie außergewöhnliche Qualität ‘ ( Experience