IDENTITÉ, ORIGINALITÉ ET CRÉATIVITÉ DE L’ENTREPRISE – POUR LA CONSTRUCTION D’UNE IMAGE DE MARQUE FORTE

Abstract

In this paper we describe how the brand name, brand signature (slogan) or institutional slogan create emotions and spread the values, vision, mission, personality, promises of a brand. The name and brand name are elements of the company's identity, but at the same time they can be real trade guns. We analyse the names and signatures of several Romanian bakery and pastry brands, from the linguistic perspective, using a corpus based on their web sites. The common point of the thematic building strategies used is the promise that those who choose and consume the products will live longer, healthier, in harmony with nature. Some companies put the respect for tradition on the forefront, others on the contrary, opt for the idea of living a modern, 'in style' life. In general, the name and signature of the trademark are created from the name of the founder, a geographical name, an expression, a neologism, the year of its establishment, but may sometimes result in the use of foreign language names, relying on the desire of the clients to adopt and identify themselves with the values of the respective culture and civilization (French, Italian, German, American).

Keywords

• brand name; brand signature; discourse analysis; organizational identity; web site.