This is a process used in different fields such as advertising, software, websites, user instructions, medical and scientific publications in order to adapt the product to a different cultural and linguistic target.
Language localization is not merely a translation activity, because it involves a comprehensive study of the target culture in order to correctly adapt the product to local needs. Especially when it comes to transfer websites or promotional text, a mere translation is not enough. The text needs to be adapted to the new target group in order to achieve the promotional aim.