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Linguistic and Semiotic Problems of Modern Rebranding
- Autores: Maksimenko O.I.1
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Afiliações:
- Federal State University of Education
- Edição: Nº 8(902) (2025)
- Páginas: 51-58
- Seção: Linguistics
- URL: https://ogarev-online.ru/2542-2197/article/view/309185
- ID: 309185
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Resumo
The article deals with the peculiarities of the modern rebranding process. The aim of the study is to reveal the linguosemiotic mechanisms of rebranding as a process of re-nomination, revealing the strategies of brand adaptation taking into account the theory of nomination, semiotics of C. Peirce and modern linguistic concepts. The work relies on an interdisciplinary approach combining the analysis of verbal (names, slogans) and non-verbal (logos, color schemes) brand components. As a result, its variants formed over the last three years are highlighted: forced, voluntary and cross-cultural adaptation, as well as three key strategies of contemporary rebranding: mimicry as preservation of semiotic anchors, semantic shift as recoding of values through verbal/visual codes, and hybridization.
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Sobre autores
Olga Maksimenko
Federal State University of Education
Autor responsável pela correspondência
Email: maxbel7@yandex.ru
Doctor of Philology (Dr. habil.), Professor, Professor at the Department of Theory of Language, Anglistics and Applied Linguistics
RússiaBibliografia
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