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The paper presents a logical continuation of the previous collection of articles about naming. This study is devoted to a complex analysis of the company naming and slogans on the basis of theoretical concepts and research experience. The structure of the research-based article illustrates the main theoretical theses and describes the practical results achieved in the course of word-forming and an etymological analysis of brand names and comparative analysis of advertisements in Russian, English and German in the ...

With time, the localities within the Carpathian and Sub-Carpathian space of Romania have changed their functionality because of several historical and social events that took place. The study aims to highlight the transformations that have been observed over time, explaining the situation of the last few years and the trends that could favour the local economic situation. Thus, the research has been based on the analysis of the documents that rightfully proclaimed the establishment of the locality, on the analysis...

The authors represent modern society as a society in which the logic of market relations has become the logic of all relations. The market imposes its own conditions and means, which are used between people. The brand is one of the characteristic phenomena of the culture of the consumer society and capitalist society. In such a society, the brand functions as a socio-cultural phenomenon. On the one hand, the brand is a tool of the market. On the other hand, the brand can be viewed as an independent cultural form. ...

Anthropomorphic animals are widely used in product branding, in some cases with obvious nostalgia for totemic figures and sacred symbolism, in other – merely as mascots. Literature review shows that speaking animals are quite effective in branding strategies and with the spread of social media, such animals tweet, sing and spread messages over social networks. The paper has three purposes: 1. to describe how animals are used as brand ambassadors; 2. to examine practices in Romanian advertising, with a special atte...

The visual identity of airlines is important component of their business. This is emerging from intermediate service character of air transport which is not primary target of passengers and is significantly unified at the international level. Air transport as a service is intangible, processes and resources are very similar and thus greater emphasis must be placed on the visual identity of companies. The article describes the specifics of the marketing mix of airlines with emphasis on the fifth and sixth P - Peopl...