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

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.

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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

(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
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