Localisation or Localization (in US English) is the process of adapting a text to a specific region or culture, importantly localisation is different from just a literal translation but does form part of a complete translation process. The process of Localising (localizing) involves modifying everything such as measurements and sayings so that they appropriately and effectively fit to the target market. Localisation often takes place as part of the same process as translation but can be done at a later point in time in certain cases. Localisation is fundamental in the translation process as it involves taking elements of the culture of a specific country into consideration and makes the translation truly informative and understandable for a definite audience. It is particularly important when it comes to launch a product of service in a new global market so as to make the content immediately engaging, genuine and appropriate, avoiding mistakes or misunderstandings.