BRANDS IN RUSSIAN AND ENGLISH: STRUCTURAL ASPECT
Keywords:
brands, creating a brand, gender of brands, classificationAbstract
This article investigates the linguistic strategies employed in fashion brand
naming, with a focus on complex borrowed words, in both Russian and English contexts. It
addresses the lack of comprehensive linguistic studies on brand names and underscores the
importance of understanding brand names as linguistic units. Drawing on interdisciplinary
collaboration between linguists, cultural studies scholars, marketing experts, and fashion
industry professionals, the study analyzes the formation of brand names and explores their
relevance in advertising, branding, and everyday consciousness. By employing a mixed
methods approach encompassing qualitative and quantitative analyses, the research
identifies diverse linguistic patterns and strategies utilized in fashion branding. Examples
from popular fashion magazines such as Vogue, Cosmopolitan, and Elle are utilized to
illustrate phonological, morphological, semantic, and orthographic aspects of brand names.
The study highlights the significance of linguistic creativity and cultural resonance in
fashion branding and provides valuable insights for marketers, brand strategists, and
researchers. Ultimately, the research contributes to a deeper understanding of the dynamic relationship between language, culture, and branding practices in the global fashion
industry.
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