Brand linguistics as a holistic perspective in the study of brand communication

Abstract

The text discusses the need to introduce a «new» scientific discipline – brand linguistics, which integrates theoretical frameworks and research methods of language-related disciplines such as psycholinguistics, sociolinguistics and semiotics, in order to outline a new interdisciplinary perspective of brand management. Based on B. Schmitt's model, important problems in the branding process are posed in order to prove that brand linguistics offers a holistic approach to their study.