Language and Brands

Abstract

Brands rely on language to get their messages across. I begin with a discussion of Aristotle’s writings on persuasion in his book Rhetoric, where he talks about the different modes such as ethos, pathos, and logos. This leads to a discussion of trademarks, popular brands, and slogans, with a focus on Harley-Davidson slogans and the relationship of a Harley-Davidson slogan to American culture and history. I point out that a company’s slogan can connect with people at different levels and have multiple meanings, some of which function at a subliminal level.

Brand language is the body of words, phrases, and terms that an organization uses to describe its purpose or in reference to its products. Brand language is used in marketing to help consumers connect specific words or ideas to specific companies or products. When developing a brand language, word choice and tone are the two fundamental components. Word choice is the vocabulary that is used in the marketing or advertising, while tone refers to the attitude of the advertisement. Tone is not only limited to language but it can also be incorporated through visual elements as well as delivery. Brand language is a part of verbal brand identity, which includes naming of both corporation and the products they sell as well as taglines, voice, and tone. Another benefit of developing a brand language is the ability for a corporation or product to be recognizable across international borders, while other advertising codes can be misinterpreted; words can be translated to ensure brand unity. As a part of the advertising world brand language’s primary function is to identify a company or product and also differentiate that company/product from competitors. The language is used to get the attention of the consumer and then to relay information about what is being advertised.

Wikipedia

There exists, centered in North America, a subculture formed about an ideology of consumption with the Harley-Davidson motorcycle as its principal icon. Perhaps the most obvious impact of the subculture is its existence as a tight cluster of market segments united by common thread: commitment to a particular product, its symbolism, and the values it represents.

John W. Schouten, University of Portland, and James H. McAlexander, Oregon State University, “Market Impact of a Consumption Subculture: The Harley-Davidson Mystique”