I have the privilege of doing my assessment on SDL.

The first question I had was what SDL is? SDL stands for Software and Documentation Localization however over time it has more become more ambiguous to suit the more broad services it delivers in 2019. (SDL, 2018)  

SDL was started in 1992 by Mark Lancaster after identifying  a need for a technology provider to provide a service to help companies expand globally. (SDL, n.d.)With the rise of the internet and everyone becoming more globally connected SDL was well placed to leverage this and is now an integral part language translation services for 90 of the 100 global brands. (SDL, n.d.) At 31^st of December 2018 with a turnover of 323.3 million pounds and an Operating Profit of 18.9 million pounds. Although SDL has offices all around the world with its headquarters based out of Maidenhead, United Kingdom. SDL is a publicly-traded company on the London Stock Exchange. (SDL, n.d.)

I have attached a YouTube video of the SDL story, which gives you a brief summary of the brand image they want to portray.

References

SDL. (n.d.). Retrieved from SDL: sdl.com

SDL. (2018, Oct 1). The SDL story. Retrieved from youtube: https://www.youtube.com/watch?v=77QNF5_OMbs