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negative traits voters look for on candidates and then ask which of these seems linked to one candidate or the other. This examines the way in which political strategists position their candidates and how much of the message is getting across and which audiences are most responsive to them. Another way of examining brand language in politics is to look at the actual words that the candidates say in order to determine their branding of language. Brooklyn Art
Project compiled a list of the most commonly used words during the 2008 presidential campaign and made a visual representation of them to showcase how each candidate branded certain words.
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important for companies to know why they are using these social media sites – it might be education, a playful persona, or a desire to attract more people to an online store. Clarity of focus will allow companies to build their sites around this one particular point, which helps consumers recognize the brand and follow it. Knowing the purpose of the social media site also allows for the company to tailor the site to the specific needs of the commodity. Here tone becomes important as it allows for audiences to better understand how to engage with the site and through that, the company or product.
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that are associated with one specific brand (among brands that were surveyed). Along with “magic” and “kingdom” Disney has been shown to have branded the words: “dreams,” “creativity,” “fantasy,” “smiles” and “generation”. The study that he conducted asked people to associate those words with a brand and over 80% of people asked said that they thought of Disney. Part of the reason that Disney has been so successful is that they are able to seamlessly integrate traditional and new media markets in a way that allows them to reach large audiences with a stable continuous message.
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users. Many companies find that it challenging to “move from faceless corporation to friend”. Because of this some choose not to engage in social media or only do so marginally. Companies must be able to assess the brand attributes and translate that into a personality so that online users feel that they can form a relationship with these companies and products.
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Brand language is a strategy that has been used to further political agendas and campaigns. In his book
Language and Politics, Noam Chomsky makes the argument that language is used to shape the way in which political events and people are seen and remembered. He views this practice as mostly negative
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quotes extensive word association research carried out by
Millward Brown demonstrating the strong link between the words “magic” and “kingdom” and Disney. Disney appears to have made a successful investment in “owning” these words. Lindstrom’s studies found that Disney has the highest number of words
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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
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More recently campaigns have made concerted efforts to brand certain language in an effort to have constituents link phrases and ideas with a particular candidate or political party. There are two ways of exploring brand language as it relates to politics. One way is to research the key positive and
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Brand recognition can inspire an influx of followers or friends, but if the social media content is seen as lacking then it can cause audiences to negatively perceive a company. When employing social media resources it is crucial that a company begin to view their “brand as a personality”. It is
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With the expansion of social media, there is a new market for advertising and the use of branding language. Social media allows for companies to move beyond the more traditional forms of advertising and into a new arena. However, it is important that the language of the advertising remain consistent
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Other campaigns that have powerful brand language recognition are
Kellogg’s and Gillette. Part of the idea with branded language is to go beyond just a slogan and to imbue ordinary words with the idea or essence of a particular brand. With Kellogg’s the word that is associated with them is “crunch”.
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Because brand language is so widespread, it has many internal and external contributors. This diversity of sources and contributors makes it very difficult to control. Visual identity is produced from a central source, usually a design agency. It is usually delivered with a set of design guidelines
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One of the facets that is unique to new media, and specifically social media, is the dialogue that is expected to take place between a company and the consumers. Unlike traditional marketing formats, which send information one way, social media enables immediate and direct feedback from a myriad of
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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. It is also
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throughout a campaign no matter what the platform. Different social media sites offer various audiences and come with particular and differing platforms. Using the right language and jargon is important so that companies seem engaged and are able to spread their message to multiple audiences.
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This new emphasis on brand language has led to the emergence of a new breed of writers - these are a hybrid of brand consultant and word expert, with a good dose of consumer psychology and change management know-how in the mix. This new breed are brand writers - the kind of people who can take
46:, idiosyncratic wording choices, 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.
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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 limited to language, it can also be incorporated through visual elements as well as delivery.
156:, Lindstrom says brand language starts from the bottom up and “not suddenly placed on top like a piece of decorative icing”. So, as well as being competitive, brand language should be delivered as consistently as possible through all formal delivery channels.
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Brand design agencies have diversified beyond their roots in brand logo and packaging design into corporate identity and brand language. They are global businesses with the scope to ensure that brand naming and brand language works in different languages.
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With
Gillette the word that consumers see as synonymous with the brand is “masculine.” In this case the word masculine also conjures socially constructed ideologies, which helps the brand become a more stable construction in the mind of consumers.
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Brand language is also often used internally within a company. For motivational and leadership situations, branding language helps to promote the brand values and is treated as a commodity alongside the actual products and/or company.
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used to ensure that when people communicate about the product there are fewer misunderstandings and more clarity about purpose and the role that this commodity wants to play in the lives of the consumer.
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When positive words become strongly associated with particular brands, these words can become assets—to the point that competing brands may find the words difficult to use. For example, in his book
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produced to ensure the consistent delivery of design. Variations from these guidelines can be identified relatively easily by the brand’s managers. This is much more difficult with language.
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Since the early 2000s, a few specialist brand language consultancies (also known as tone of voice consultancies) have emerged, with the ability to roll out brand tone of voice.
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Brands are tracking social media in order to understand how people are talking about them. The corollary is that they contribute to how brands are talking about themselves.
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The disadvantage of very strong brand language associations is that they may prove a hindrance if a brand wishes to position itself differently.
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Internally, brand language is delivered primarily through internal presentations, staff conferences and through intranet sites.
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The brand language can also be associated with competing for investors, recruiting talent, or acquiring business partners.
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corporate and brand strategy and create a style of communication that supports and accelerates those business goals.
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staff and whenever an individual answers the telephone on behalf of the brand.
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740:"The Language of Love in Social Media - New Rules for Brand Engagement"
502:"The Language of Love in Social Media - New Rules for Brand Engagement"
124: in this section. Unsourced material may be challenged and removed.
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and believes that politicians reword events to cover failed actions.
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The
Invisible Grail: In Search of the True Language of Brands
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that have repositioned themselves as brand language experts.
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Multiple visual elements contribute to the branding of the
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Rethinking
Prestige Branding - Secrets of the Ueber-Brands
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Dark Angels: How
Writing Releases Creativity At Work
758:"Obama, McCain: Political Brand Analysis Results"
532:"Obama, McCain: Political Brand Analysis Results"
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206:Areas and authorities that offer brand language
16:Words and phrases used when marketing a product
402:. London: Kogan Page. pp. 141, 156–157.
751:. Black Rose Books, Ltd. pp. 132–149.
519:. Black Rose Books, Ltd. pp. 132–149.
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140:Learn how and when to remove this message
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701:"Understanding the Language of Branding"
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443:"Understanding the Language of Branding"
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715:. Kogan Page Limited. pp. 200–211.
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220:Specialist brand language consultancies
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398:Kuehlwein, JP; Schaefer, Wolf (2015).
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672:"Establishing a 'Branded Language'"
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722:"Avoid a Brand Identity Crisis"
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767:"Brand Obama or Brand McCain"
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547:"Brand Obama or Brand McCain"
711:Kapferer, Jean-Noel (2008).
423:Kapferer, Jean-Noel (2008).
359:"What is Branding Language?"
38:Brand language is a part of
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249:There are large numbers of
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731:"Finding Your Brand Voice"
681:"Brand Identity Breakdown"
608:. US: Texerre Publishing.
482:"Finding Your Brand Voice"
374:"Brand Identity Breakdown"
663:"What is Brand Language?"
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181:corporate communications
646:. UK: Cyan Publishing.
627:. UK: Cyan Publishing.
191:, conference speaking,
747:Chomsky, Noam (1999).
642:Simmons, John (2006).
623:Simmons, John (2005).
604:Simmons, John (2000).
515:Chomsky, Noam (1999).
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749:Language and Politics
517:Language and Politics
314:Visual brand language
40:verbal brand identity
22:
823:Marketing techniques
699:Blake Project, The.
441:Blake Project, The.
289:Brand implementation
118:improve this article
729:Schwab, Stephanie.
670:Lindstrom, Martin.
606:We, Me, Them and It
480:Schwab, Stephanie.
462:Chaffee, Margaret.
342:Lindstrom, Martin.
189:sales presentations
74:(Kogan Page, 2005)
813:Product management
765:Cottingham, Patt.
738:Smorgon, Michele.
589:. UK: Kogan Page.
545:Cottingham, Patt.
500:Smorgon, Michele.
319:Emotional branding
279:Brand architecture
185:investor relations
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583:Lindstrom, Martin
304:Content marketing
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50:Primary goal
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587:Brand Sense
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245:Copywriters
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154:Brand Sense
72:Brand Sense
818:Publishing
802:Categories
783:2012-03-21
691:2012-03-21
574:References
563:2012-03-21
384:2012-03-21
251:freelance
585:(2005).
273:See also
66:Examples
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