Uluslararası Marka Strateji Formülasyonu: Standardizasyon ve Uyarlama Yaklaşımları

Bu çalışmanın amacı uluslararası marka stratejilerinin oluşum sürecini incelemek, bu süreci etkileyen faktörleri sınıflandırarak ortaya koymak ve standardizasyon ve uyarlama yaklaşımlarının bu süreçteki etkilerini ve sonuçlarını teorik çerçevede incelemektir. Çalışmada, marka stratejilerinin önemi belirtilerek, uluslararası marka stratejisi oluşturma adımları; marka tipolojileri ve uluslararasılaşma stratejilerinin belirlenmesi çerçevesinde incelenmektedir. Uluslararası marka stratejilerini etkileyen faktörler incelenerek, standardizasyon ve uyarlama yaklaşımlarının avantaj ve dezavantajları ortaya konmuştur. Çalışma, firmaların ve marka yöneticilerinin uluslararası markalar yaratma sürecinde göz önünde bulundurmaları gereken noktaları vurgulayarak son bulmaktadır.

International Branding Strategy Formulation: Standardization and Adaptation Approaches

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 ofbrand 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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