Bulletin of BSU. Philology
Bibliographic description:
, GLOBAL IMPACT OF VERBAL AND NON-VERBAL BRANDS ON SOCIETY // Bulletin of BSU. Philology. - 2022. №3. . - С. 36-40.
Title:
GLOBAL IMPACT OF VERBAL AND NON-VERBAL BRANDS ON SOCIETY
Financing:
Codes:
Annotation:
The article studies verbal and non-verbal brand identifiers, which are the key external
differential characteristics of brands and distinguish them from competing brands. We have
analyzed the key stages in the development of successful brands, shown the main features of
Russian naming, the functioning of brands in communication. Particular attention is paid to
the fact that the brand contributes to the formation of social behavior, indirectly imposes style
and lifestyle through a system of generally accepted priorities and motivations. We focus on
the process of choosing the best brand name using a model of compensation decisions based
on the culture of consumer psychology. Noteworthy is the classification of slogans, as well
as the study of the prerequisites for the development of effective advertising products. It
has been established that successful and memorable ones evoke positive associations in the
consumer’s mind associated with highlighting the key advantage.
differential characteristics of brands and distinguish them from competing brands. We have
analyzed the key stages in the development of successful brands, shown the main features of
Russian naming, the functioning of brands in communication. Particular attention is paid to
the fact that the brand contributes to the formation of social behavior, indirectly imposes style
and lifestyle through a system of generally accepted priorities and motivations. We focus on
the process of choosing the best brand name using a model of compensation decisions based
on the culture of consumer psychology. Noteworthy is the classification of slogans, as well
as the study of the prerequisites for the development of effective advertising products. It
has been established that successful and memorable ones evoke positive associations in the
consumer’s mind associated with highlighting the key advantage.
Keywords:
verbal and non-verbal influence, brands, advertising, marketing, society, trademarks.
List of references:
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19 с. Текст : непосредственный.
2. Дымшиц М. Манипулирование покупателем. Москва : Омега-Л, 2019. 281 с. Текст :
непосредственный.
3. Келлер К. Стратегическое управление брендом: создание, оценка и управле-
ние капиталом бренда : перевод с английского. Москва : Уильямс, 2016. 213 с. Текст :
непосредственный.
4. Келлер К. Л. Когда имя вредит продажам // Секрет фирмы. 2018. № 5. С. 16. Текст :
непосредственный.
5. Котлер Ф. Управление маркетингом : перевод с английского. Санкт-Петербург :
Питер, 2020. 200 с. Текст : непосредственный
Article.pdf