With the explosion of global business in today’s multilingual marketplace, translation has become easier than ever before. However, translation quality also plays a major role in terms of brand image and consumer perception, which translates into the company’s image among its international customer base. The purpose of this article is to increase awareness of translation quality among business owners, marketers and translation service providers and why translation quality is of paramount importance in multilingual content creation, including the determinants of translation quality and empirical evidence of translation quality impacting both brands consumer image and perception. The article also includes theoretical contributions and insights from the authors, by drawing on translation, consumer psychology and international marketing, by examining the nuanced phenomenon of translation quality.