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ULUSLARARASI MARK A STRATEJI FORMÜLASYONU: STANDARDIZASYON VE UYARLAMA YAKLASIMLARI

International Branding Strategy Formulation: Standardization And Adaptation Approaches

Journal Name:

  • İstanbul Üniversitesi Siyasal Bilgiler Fakültesi Dergisi

Publication Year:

  • 2007

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The aim of this study is to examine the international branding strategy formulation process while classifying and revealing the factors influencing this process and analyzing the effects and results of standardization and adaptation approaches throughout this process. Primarily focusing on the significance of the branding strategies, international branding formulation stages are presented in terms of brand typology determination and brand internationalization strategies. Detailing the effectual factors on international branding strategies, the pros and cons of standardization and adaptation approaches are signposted. The study points out the crucial issues that should be taken into consideration by the firms and brand managers while formulating the international branding strategies within a theoretical structure.
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Abstract (Original Language): 
Bu çalismanin amaci ulus lararasi marka stratejilerinin olusum sürec ini incelemek, bu süreci etkileyen faktörleri siniflandirarak ortaya koymak ve standardizasyon ve uyarlama yaklasimlarinin bu süreçteki etkilerini ve sonuçlarini teorik çerçevede incelemektir. Çalismada, marka stratejilerinin önemi belirtilerek, ulus lararasi marka stratejis i olusturma adimlari; marka tipolojileri ve uluslararasilasma stratejilerinin belirlenmesi çerçevesinde incelenmektedir. Ulus lararasi marka stratejilerini etkileyen faktörler incelenerek, standardizasyon ve uyarlama yaklasimlarinin avantaj ve dezavantajlari ortaya konmustur. Çalisma, firmalarin ve marka yöneticilerinin ulus lararasi markalar yaratma sürec inde göz önünde bulundurmalari gereken noktalari vurgulayarak son bulmaktadir.
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  • 37
159-171
  • Turkish

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