VERBAL MEANS OF BRAND IDENTITY BUILDING (a study of English-marketing discourse)

Leonid O. Sheludko,

Email: Lndsheludko@gmail.com

PhD Student,

Taras Shevchenko National University of Kyiv

DOI: https://doi.org/10.17721/StudLing2026.28.184-196

PDF  (UKRAINIAN)

ABSTRACT

This paper examines the means of forming the identity of present-day brands in English-language marketing discourse, taking into account the verbal parameters of communication. The theoretical basis of the study lies in the analysis of foreign and domestic scholarly publication on  brand identity, linguistic representation of the brand, and integrated marketing communications. The research employs a set of methods: a descriptive-analytical method to identify key linguistic instruments of brand identity building; methods of discourse analysis and semiotic analysis to establish the specificity of the verbal components of brand communication; and a comparative method to contrast identity-formation strategies used in the Liquid Death and Innocent Drinks branding.

The study claims that brand identity is created as an integral sign system, where naming, slogans, brand voice, and textual stylistics interact to construct a recognisable and coherent brand image. The comparative analysis demonstrates that different linguistic strategies can be equally effective provided that internal consistency and stable reproduction across all communication channels of the brand and its audience are maintained. The research proves that the coherence of brand communication and its consistent implementation in interactions with consumers significantly influence the formation of trust, loyalty, and emotional engagement of the audience.

The conclusions emphasise the decisive role of the verbal-stylistic dimension in the formation of international market brand identity. Prospects for further research lie in expanding the corpus of analysed brands, cross-cultural comparison of brand communications, and studying transformations of brand language on new digital platforms.

Keywords: brand identity, marketing discourse, brand voice, naming, slogan, social media.

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