Strategies and Tactics of Brand Formation (Based on the Material of Advertising Slogans in French, English, and Russian)

Abstract

This article describes communicative strategies and tactics used by companies to build a brand. The diachronic method made it possible to observe brand development strategies. The analysis featured 104 advertising slogans of 11 companies. Strategies and tactics of communicative influence were identified according to Yu. Pirogova’s classification of communicative strategies. The authors see strategies as the goals of creating a company's image, while tactics depend on specific vocabulary, syntactic structures, and means of involving the addressee in the advertising discourse. The list of prevailing strategies included those implemented by the following tactics: Compliance with the needs of the addressee, Increasing brand value in the eyes of the consumer, Informing about brand products, Intimization, Product metaphorization and Influence on the senses. The strategy of rationality was embodied by the tactics of Popularization of a healthy lifestyle and Demonstration of practical benefits. The value-oriented strategy was characterized by the tactic of Informing about brand products. The research results contribute to a better understanding of strategies and tactics in business communication and can be used as demonstration and evidentiary material in teaching cultural linguistics and discourse analysis, as well as for copywriting purposes.