Article

Name: Brand and text

Authors: Levashov Maxim Vyacheslavovich

Altai State University, Barnaul, Russian Federation

In the section Linguistics

Abstract: The paper discusses the brand as an object of linguistic study and reveals its general and specific features. The brand communication (brand building, its promotion to the market) is considered in connection with the modern theory of the text.

Keywords: brand, text, brand communication, collective author, collective recipient, concept

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