The responsibility of linguists in defining a good corporate brand name

Abstract

Linguists play a major role in the success of corporate marketing communications. Of the four
elements of the marketing communication mix (advertising, public relations, sales promotion,
personal selling), marketing can call on the expertise of linguists to help it craft a linguistically
sophisticated advertising message. A good, appropriate message that addresses the target
market is an important part of the STP (Segmentation, Targeting, Positioning) strategy, so of
the strategic marketing. Positioning means targeting consumers with messages that are
remembered and that help the company to express why consumers choose its product, why it is
better, and in what way it is better, of higher quality, offers more advantages compared to the
products of its competitors in the market. The role of linguists is also important in choosing a
good brand name. A good brand name is easy to remember, simple and evokes pleasant
associations. The brand name helps to identify the product in terms of quality, price, durability
and other attributes that are important to the consumer. There are many secondary sources and
research findings on the characteristics of advertising language, but less on the role of linguists
in branding, even though linguists play an important role in defining a good brand name and
determining successful corporate marketing. In this paper, I aim to demonstrate the important
role of linguists and linguistics in the implementation of successful corporate marketing
communication and in the choice of a good brand name.