Brand Slogan of Region: Valuable Aspect of Place Marketing

Abstract

The purpose of the present paper is to provide a linguistic analysis of current regional brand slogans. This paper argues that the place branding process should be examined not only in the context of destination marketing thought, but as a value-shaped approach. This study attempts to evaluate the slogans of tourism destination by means of communicative and pragmatic characteristics expressed by them: strong sides of the community, perceptiveness, self-confidence and confidence in future. The present research illustrates how linguo-cultural values are explicated in English, German and Russian branding slogans in accordance with the specific objectives motivated by regional features (natural resources, historical events, sights, products and services).