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).

Wellness Brand in Personal Internet-blogs and Social Networks

“…According to the meanings of 'brand' as a trade mark combined with emotional and evaluative stereotypes of the current product [7], 'branding' is a complex of procedures to create the brand of the product [8], while 'rebranding' is a process of changing the existing brand to improve its influence on potential clients. In our study we understand 'brand wellness' as a complex of knowledge and techniques oriented at promotion of a person's healthy life style and achieving the highest harmony level of physical, social, spiritual, mental, emotional and intellectual constituents of wellness-system.…”

Discourse Analysis of Rhetorical Linguistic Modes in Digital Marketing Brand Slogans for Enhancing Consumer Attraction and Engagement: A Corpus Study

“…In the fast-paced world of advertisements in digital marketing, brand slogans build and cultivate a brand status (Miller & Toman, 2016) and they aim to persuade by utilizing persuasive magic and covert persuaders (Utomo & Suprajitno, 2018). Slogans tend to be very simple and have an exclusive appeal, which comes from emphasizing the affective component of the message (Mityagina & Sidorova, 2018). Aristotle (1926) asserts that the interaction of the three rhetorical components of ethos, pathos, and logos determines the success of rhetoric.…”

The Discourse of Brand Slogans of the Best 100 Universities in Asia 2019: ASystemic Functional Grammar Analysis

“…To date, there have been a number of studies on slogans and brand slogans involving different research topics, perspective, and methods. Brand slogans related to place, city, and tourism, to mention some, involves categorization of slogans [8], country tourism slogan and logo [9], slogans of top tourism destination [10], brand slogan of region [11], brand slogan, logo and country positioning [12]. Linguistics-related analyses are such as, corpus analysis [13], rhetorical figures and linguistic devices [14].…”