Language Strategies in Branding of Luxury Cars

Abstract

The aim of this paper is to identify the basic elements of language strategies used in digital marketing communication of luxury car brands. While sonic branding is an issue that has received adequate attention in the current academic literature, language strategies are not sufficiently elaborated in the context of the current state of knowledge. Methodologically, the paper is developed in the form of a case study in the field of car brands. Based on the methods used, the authors identify the key elements of language strategies applicable in the practice of luxury brands.