Synonyms
Make local rules without an unmanageable world list.
A central synonym list can be useful, but market and language context should be able to overrule exceptions.
Central base
Use shared rules only when meaning across markets is stable.
Local override
Allow market-related deviations without duplicating the central rule.
Direction
Make explicit whether a relationship is one- or two-way traffic.
Owner
Assign local responsibility for new terms and outdated rules.
Review
Check periodic use, CTR and zero-result searches after changes.