THE EFFECT OF BRAND NAME IN THE EXPANSION PERIOD TO THE INTERNATIONAL MARKETS: A CASE STUDY OF KAYSERI PROVINCE
Journal Title: Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi - Year 2017, Vol 49, Issue 1
Abstract
The purpose of this study is to research the effects of the brand names of the companies in Kayseri province in the expansion period to the international markets. In the scope of this study, various expressions about the features of the brand names were evaluated by the companies. According to the findings; The ones that have “Very High” average are memorability, easy pronunciation, easy writing and noticeability. The expressions that having the Turkish characters result problems in international trade, the brand name must have a meaning and be short are the ones that have “High” average. That the acronym and alphanumeric names and the name or surname of the company founder are suitable for brand names, foreign brand names attract more attention, brand name must be in Turkish language, having the Turkish characters make difference are the expressions having “Medium” average. And lastly, the expression that the brand name must be in English language has the “Low” average.
Authors and Affiliations
Murat Kuruscu
Keywords
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- EP ID EP331114
- DOI 10.18070/erciyesiibd.323909
- Views 131
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