Медии и език (Apr 2023)

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

  • Andreana Eftimova

DOI
https://doi.org/10.58894/YQPD2368
Journal volume & issue
Vol. 1, no. 13
pp. 101 – 122

Abstract

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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.