2022
DOI: 10.21272/ftrk.2022.14(2)-12
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Mission and Vision in the Language of Sustainable Brands: Sociolinguistic Issues

Abstract: The article presents the result of the linguistic analyses of sustainable brands’ mission and vision. The mission must be emotional to create a sense of faith in the brand in the target audience and encourage it to decision-making. It is important to correctly use linguistic tools to create certain emotions and reflect sustainable brands’ values. Sustainable development according to the United Nations is the organizing principle for meeting human development goals while at the same time, sustaining the ability… Show more

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Cited by 1 publication
(2 citation statements)
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“…Language connects people and brands. Developing a robust brand language can be a crucial factor in the success of a brand as it showcases the brand's creativity, participation in the sign system, and communication abilities (Ushchapovska, 2017). A brand's verbal identity refers to the words, phrases, and terms a company uses to describe itself or its products.…”
Section: Language (Naming Slogan Tone Of Voice)mentioning
confidence: 99%
See 1 more Smart Citation
“…Language connects people and brands. Developing a robust brand language can be a crucial factor in the success of a brand as it showcases the brand's creativity, participation in the sign system, and communication abilities (Ushchapovska, 2017). A brand's verbal identity refers to the words, phrases, and terms a company uses to describe itself or its products.…”
Section: Language (Naming Slogan Tone Of Voice)mentioning
confidence: 99%
“…It helps consumers choose products relying on the information transmitted by the brand language. Consumers often make their purchasing decisions based on the specific semantic properties of the language used to describe the features of the goods or services, rather than relying on prior experience or knowledge (Ushchapovska, 2017). By using a consistent and strategic approach to brand language, brands can create a strong and memorable identity that resonates with their audience and builds long-term brand loyalty.…”
Section: Language (Naming Slogan Tone Of Voice)mentioning
confidence: 99%