Brand Linguistics as a Holistic Perspective in the Study of Brand Communication
DOI:
https://doi.org/10.58894/YQPD2368Keywords:
brand linguistics, holistic approach, brand, consumerAbstract
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.
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