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donzel
Echevin de la Coopération

Glossary entry

French term or phrase:

ADN

English translation:

DNA

Added to glossary by Mark Nathan
Oct 4, 2010 11:12
13 yrs ago
34 viewers *
French term

ADN

French to English Bus/Financial Advertising / Public Relations Hotel franchise
Le Franchisé doit par ailleurs faire son affaire personnelle d’acquérir : la borne interactive qui fait partie de l’ADN de la marque, le matériel informatique étant à installer dans un meuble référencé avant la Date d’Ouverture de l’Hôtel.

what is ADN in the above? (the whole text is a hotel brand franchise contract)
TIA
Proposed translations (English)
3 +7 DNA
4 +11 Core indentity
3 DNA
Change log

Oct 4, 2010 11:25: Stéphanie Soudais changed "Field (specific)" from "Tourism & Travel" to "Advertising / Public Relations"

Oct 11, 2010 19:43: Mark Nathan Created KOG entry

Discussion

Emma Paulay Oct 4, 2010:
This is useful too http://www.rolandsmart.com/2009/04/brand-dna/
Emma Paulay Oct 4, 2010:
See ref in my answer It's a standard French marketing term
Clifford Marcus (asker) Oct 4, 2010:
Metaphorical DNA... had occurred to me, only the document does also refer to the ADN as the title of one of the appendixes to the document (which has not been provided to me....) which leads me to think it is not a metaphorical use. I've looked in vain to see if it is an in house abreviation...

Proposed translations

+7
3 mins
Selected

DNA

In other words, it's an essential aspect of the brand.

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Note added at 14 mins (2010-10-04 11:27:01 GMT)
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It could also be the title of an appendix setting out the company's core values, history etc.
Peer comment(s):
agree Colin Rowe : Great minds, and all that... It must be in our DNA!
0 min
Acquired or genetic...who knows.
agree Noni Gilbert Riley : Yes, I've found several other examples of its usage in this context. But shall we leave it as DNA in English?
1 min
Maybe "identity" would be better in English.
agree Marta Scott : yes - I've heard/seen it a few times here in the UK, and it seems you can't escape it at the moment in French texts!
14 mins
agree Sandra Mouton
40 mins
agree Evans (X) : yes, used in English too, but perhaps slightly less so than in France...
40 mins
agree Sylvie Chartier
1 hr
agree Karen Stokes
2 hrs
Something went wrong...
4 KudoZ points awarded for this answer. Comment: "Many thanks"
+11
8 mins

Core indentity

In other words, the essence of th brand. Of course ADN is DNA, but the term DNA wouldn't be used to describe a brand in marketing circles.
Reference:

http://www.mercator-publicitor.fr/lexique-marketing-definition-marque-adn

Peer comment(s):
agree Gail Bond
1 min
agree Graham macLachlan
6 mins
agree Sheila Wilson : Great ref - thanks :-)
12 mins
agree Evans (X)
35 mins
agree kashew
44 mins
agree B D Finch
1 hr
agree mimi 254
1 hr
agree Karen Stokes : identity
2 hrs
agree Martyn Greenan
3 hrs
agree SMcG (X)
3 hrs
agree Kiwiland Bear : ... and I wouldn't use DNA from the other answer as this is in a hotel brand context. Will be likely to throw international readers (even in Australia/NZ - I doubt many people will realise what's it talking about)
12 hrs
Something went wrong...
4 mins

DNA

Could this simply mean DNA in a metaphoric sense?

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Note added at 9 mins (2010-10-04 11:21:17 GMT)
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corporate philosophy could also work here
Something went wrong...
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