CHANGING PATTERNS OF OPEL BRANDING POLICY - A LINGUISTIC ANALYSIS
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The study focuses on the names of Opel cars and serves as an example of the potential contribution that a linguist can make to the process of development and evaluation of brands. It also analyses how the patterns of branding have changed together with the shift from the descriptive names in the production era through those influenced by semantics and social rank to those phonetically and orthographically guided in the marketing era.
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