The use of strategic terminology in product and service naming is crucial for creating a distinctive brand image that sets companies apart from competitors. While brand naming is often prioritized, the importance of consistent terminology for product features and names is often overlooked. This study examines the strategies used by successful companies to develop a comprehensive approach to branding that includes a unique and consistent terminology for the brand, product, and product features. The thesis includes semi structured in-depth interviews with executives from Microsoft, Facebook, Sony, and Sisecam to explore the strategy of terminology management, the terminology creation process, and the internationalization and localization steps taken by these companies. The interviews highlight the importance of understanding the target audience and considering the internationalization and localization of terminology. Drawing on a literature review and case studies from a variety of industries, including technology, fashion, and food and beverage, this thesis provides evidence that companies use different terminologies for the same products of Technologies. The literature review reveals that the development of strategic terminology requires a deep understanding of the target audience, as well as the brand's values and personality. This study also provides evidence that companies show extensive care in naming their technologies, products, and services, and keep it in line with their brand image. The process of creating unique product terminology starts with the research and development stage, and the stakeholders involved in this process vary from in every company where marketing, localization, content teams, engineering, and research and development teams can be involved in the process. Overall, this thesis contributes to the existing body of knowledge on branding by highlighting the importance of a comprehensive approach to branding that includes a unique and consistent terminology for the brand, product, and product features. The interviews with industry executives provide valuable insights and practical recommendations for companies seeking to develop a distinctive brand identity through the use of strategic product and service terminology.
Eser Adı (dc.title) | A study of the strategies used by companies creating a distinctive brand image through the use of strategic terminology in product and service naming for differentiation and image building |
Yazar [Asıl] (dc.creator.author) | Seçilmiş, Nuri Tolga |
Yazar Departmanı (dc.creator.department) | Yeditepe University Graduate School of Social Sciences |
Yazar Departmanı (dc.creator.department) | Yeditepe University Graduate School of Social Sciences Master’s Program in Arts, Media and Communication Management |
Yayın Tarihi (dc.date.issued) | 2023 |
Yayın Turu [Akademik] (dc.type) | preprint |
Yayın Türü [Ortam] (dc.format) | application/pdf |
Konu Başlıkları [Genel] (dc.subject) | Brand personality |
Konu Başlıkları [Genel] (dc.subject) | Brand terminology |
Konu Başlıkları [Genel] (dc.subject) | Image building |
Konu Başlıkları [Genel] (dc.subject) | Internationalization and localization |
Konu Başlıkları [Genel] (dc.subject) | Product naming |
Konu Başlıkları [Genel] (dc.subject) | Product terminology |
Konu Başlıkları [Genel] (dc.subject) | Marka kişiliği |
Konu Başlıkları [Genel] (dc.subject) | Marka terminolojisi |
Konu Başlıkları [Genel] (dc.subject) | Görüntü oluşturma |
Konu Başlıkları [Genel] (dc.subject) | Uluslararasılaşma ve yerelleştirme |
Konu Başlıkları [Genel] (dc.subject) | Ürün adlandırma |
Konu Başlıkları [Genel] (dc.subject) | Ürün terminolojisi |
Yayıncı (dc.publisher) | Yeditepe University Academic and Open Access Information System |
Dil (dc.language.iso) | eng |
Özet Bilgisi (dc.description.abstract) | The use of strategic terminology in product and service naming is crucial for creating a distinctive brand image that sets companies apart from competitors. While brand naming is often prioritized, the importance of consistent terminology for product features and names is often overlooked. This study examines the strategies used by successful companies to develop a comprehensive approach to branding that includes a unique and consistent terminology for the brand, product, and product features. The thesis includes semi structured in-depth interviews with executives from Microsoft, Facebook, Sony, and Sisecam to explore the strategy of terminology management, the terminology creation process, and the internationalization and localization steps taken by these companies. The interviews highlight the importance of understanding the target audience and considering the internationalization and localization of terminology. Drawing on a literature review and case studies from a variety of industries, including technology, fashion, and food and beverage, this thesis provides evidence that companies use different terminologies for the same products of Technologies. The literature review reveals that the development of strategic terminology requires a deep understanding of the target audience, as well as the brand's values and personality. This study also provides evidence that companies show extensive care in naming their technologies, products, and services, and keep it in line with their brand image. The process of creating unique product terminology starts with the research and development stage, and the stakeholders involved in this process vary from in every company where marketing, localization, content teams, engineering, and research and development teams can be involved in the process. Overall, this thesis contributes to the existing body of knowledge on branding by highlighting the importance of a comprehensive approach to branding that includes a unique and consistent terminology for the brand, product, and product features. The interviews with industry executives provide valuable insights and practical recommendations for companies seeking to develop a distinctive brand identity through the use of strategic product and service terminology. |
Kayıt Giriş Tarihi (dc.date.accessioned) | 2024-01-18 |
Açık Erişim Tarihi (dc.date.available) | 2024-01-18 |
Haklar (dc.rights) | Yeditepe University Academic and Open Access Information System |
Erişim Hakkı (dc.rights.access) | Open Access |
Telif Hakkı (dc.rights.holder) | Unless otherwise stated, copyrights belong to Yeditepe University. Usage permissions are specified in the Open Access System, and "InC-NC/1.0" and "by-nc-nd/4.0" are as stated. |
Telif Hakkı Url (dc.rights.uri) | http://creativecommons.org/licenses/by-nc-nd/4.0 |
Telif Hakkı Url (dc.rights.uri) | https://rightsstatements.org/page/InC-NC/1.0/?language=en |
Açıklama [Genel] (dc.description) | Final published version |
Açıklama [Not] (dc.description.note) | Note: This preprint reports new research that has not been certified by peer review and should not be used as established information without consulting multiple experts in the field. |
Tanım Koleksiyon Bilgisi (dc.description.collectioninformation) | This item is part of the preprint collection made available through Yeditepe University library. For your questions, our contact address is openaccess@yeditepe.edu.tr |
Tek Biçim Adres (dc.identifier.uri) | https://hdl.handle.net/20.500.11831/8204 |