- Eklemek veya çıkarmak istediğiniz kriterleriniz için 'Dahil' / 'Hariç' seçeneğini kullanabilirsiniz. Sorgu satırları birbirine 'VE' bağlacı ile bağlıdır. - İptal tuşuna basarak normal aramaya dönebilirsiniz.
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 o . . .f 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
YEDİTEPE ÜNİVERSİTESİ AKADEMİK ARŞİVİ
Yeditepe Üniversitesi, akademisyen ve lisansüstü öğrencilerinin iç ve dış paydaşlarla ürettikleri bilimsel çalışmalarını, Akademik Açık Arşivi’nde elektronik olarak yayınlayarak ülkemiz ve insanlık yararına sunar.
Yeditepe Üniversitesi Akademik Açık Arşivi’nde bulunan tüm kaynaklar, telif haklarına uygun şekilde ve açık erişim olarak yayınlanır.
Preprint (ön baskı), yayınlanmış makaleler ve diğer bilimsel belgeler Yeditepe Üniversitesi birimleri, araştırmacı adları, yayın tarihi ve anahtar kelimelere göre kategorize edilerek sunulmuştur.
Yeditepe University provides the scientific studies conducted by academicians and graduate students with internal and external partners for the benefit of our country and humanity by publishing them electronically in the Academic Open Archive. All resources in the Yeditepe University Academic Open Archive are published in accordance with copyright and open access. Preprint published articles and other scientific documents are categorised on the basis of Yeditepe University units, researcher names, publication date and keywords.
6698 sayılı Kişisel Verilerin Korunması Kanunu kapsamında yükümlülüklerimiz ve çerez politikamız hakkında bilgi sahibi olmak için alttaki bağlantıyı kullanabilirsiniz.