Language as a branding tool

Authors

  • Birgitte Norlyk

DOI:

https://doi.org/10.7146/law.v5i9.6171

Abstract

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.

Author Biography

Birgitte Norlyk

Birgitte Norlyk holds a PhD in organizational communication andorganizational culture from The University of Southern Denmark. She also hasa practical background in middle management. Her research encompassesstudies of professional subcultures in organizations, organizational genres andintercultural communication. She has published books and articles in Danishand English on the interplay between discourse, culture, and power in variousorganizational settings.

Downloads

Published

2010-08-20

How to Cite

Norlyk, B. (2010). Language as a branding tool. Language at Work - Bridging Theory and Practice, 5(9). https://doi.org/10.7146/law.v5i9.6171

Issue

Vol. 5 No. 9 (2010): Foreign Language in Business, Industry & Society

Section

Articles

License

Tidsskriftet følger dansk ophavsret