Investigating the Application of brand linguistics indices in branding Activities related to brand name and logo

The purpose of this study is to categorize general linguistic indicators based on language functions in branding activities. In this regard, the researcher has focused on the functions of language in branding activities related to name, pronunciation and brand logo and has tried to identify the role of general indicators of linguistics in the field of language applications in branding activities.

In this study, different dimensions of language applications in branding activities related to brand name, pronunciation and logo were extracted from the literature of brand linguistics and using a qualitative approach, general linguistic indicators in each dimension were categorized. In this study, a semi-structured interview tool was used to collect data. For this purpose, the opinions of 6 experts in the field of brand linguistics were used. Also, in order to analyze the quality data, the theme analysis approach and MAXQDA software were used.

The main finding of the present study is the classification of linguistic indicators in the form of different dimensions of using language in branding activities. In other words, based on the analysis of experts' opinions, linguistic indicators were categorized in the form of different uses of language in branding activities. This study is one of the first studies to classify linguistic indicators in branding activities and has categorized these indicators based on different usages of language in these activities.