Open AccessLanguage as a branding tool
Author(s) -
Birgitte Norlyk
Publication year - 2010
Publication title -
language at work
Language(s) - English
Resource type - Journals
eISSN - 1904-030X
pISSN - 1902-0465
DOI - 10.7146/law.v5i9.6171
Subject(s) - corporate branding , brand management , business , brand equity , marketing , product (mathematics) , advertising , brand awareness , geometry , mathematics
Branding normally concerns products or corporations. Coca-Cola is a strong product brand. Applecombines a strong product brand with a unique corporate brand. In the modern businessenvironment, however, the concept of branding now encompasses the branding of managementphilosophies and management activities as reflected in the branding of the popular managementphilosophy of Lean. Language, metaphors and special lexical choices play an important factor in thebranding of Lean management as unique and innovative