A JOINT LINGUISTIC-MARKETING ANALYSIS OF ARMENIAN BRAND AND PRODUCT NAMES

Abstract

The present paper discusses the role of linguistics in marketing while communicating the brand story framed as a marketing content. Since the very primary origination of marketing, linguistics has taken a hand-in-hand approach with marketing leading to pre-defined gains of its strategic objectives. The paper attempts to display branding in creating a unique name and image for a product in the consumers’ mind, to showcase the heavy reliance of branding on language with its implicitly strategic influence on the customer’s perception, memory, attitudes and behaviour. In today’s global markets, in which companies seek to reach geographically and culturally distant groups of consumers, brand-naming processes require even greater attention than in the past.