Linguistische Markenführung: Die Sprache der Marken

Abstract

In a linguistic way the colloquial verbalization of the brand seems to be the basic requirement of its existence. That's why linguistic methods analyse two reciprocal processes: on the one hand in the communicative area “enterprise” (construction of meaning) and on the other hand in social communication (constitution of meaning). From brand managers’ point of view the optimum would be: construction of meaning is identical with constitution of meaning. But in general meanings it mustn't be understood like a constant. This is a very important aspect especially in brand researches. The following article zooms in the complex negotiation process between enterprise and speech community. In fact, the development of brand meaning is based on this process – both in a semantic and in a functional way. Both the construction and especially the existence of brands are based on consciousness respectively subconsciousness of the speech community – not only the consumers! Due to this fact, linguistics as a scientific tool takes a high significance in brand research.