Brandologist vs Brandmaker: Geobranding Terminology Formation

V. Voronova

Abstract


Research methodology. The work used methods of comparative analysis, of systematization, generalization and modeling to formulate author’s definitions of brandmaker and brandologist terms.

Results. Problems of terminological standartization of geobranding as one of the factors of its institutionalization as social and communicative technology were analyzed. The active development of conceptual framework is stated and number of issues of terminological standartization of this activity is formulated.

The author attempts to differentiate the word usage of lexical items to notate persons specialized on geobranding. The analysis of Ukraine practice of branding and geobranding, scientific resources on the topic, selection of mass media illustrations proved that the choice of the most optimal nomination to name a person specialized in branding has not yet been completed. Today, in Ukraine branding practice and scientific discourse several nominations are co-existing: brandmaker, brandologist, brand manager, brandbuilder. The most frequent, according to the author’s observation, the brand manager nomination is. The differentiation of brandmaker and brandologist words is offered on the domination of the practical (peculiar for the first denomination) or research (more specific for the second denomination) aspect of branding activity. However, today both denominations are offered to recognize as industry words, because none of them not included to the current Dictionary of Occupational Titles DK 003:2010.

Novelty. There was made an attempt to differentiate the word usage of lexical items to notate persons, specialized on geobranding, namely brandologist and brandmaker in particular.

Practical significance. The research results can be used in practical branding activity for more effective professional communication.

Key words: brand, branding, brandologist, brandmaker (brand-maker), brandbuilder, brand manager.


References


Avdan, O. (2015). Branding in Tourist Enterprises Activity: Abstr. of Disser. ... of Cand. of Econ. Sc.: 08.00.04. Kyiv, Kyiv National University of Trade and Economics, 22 p. (in Ukrainian).

Breiter, М. (1999). English Loan Words in Russian Language: History and Prospects: Guide for International Russianist Students. Vladivostok: Dialog, 129 p. (in Russian).

Brandology. Retrieved from: http://www.metaphor.ru/er/blog/002.xml (date of request: 10.09.2019). (in Ukrainian).

Bizgalov, D. (2011). City branding. Moscow: Fund «City Economic Institute». Retrieved from: www.urbaneconomics.ru/sites/default/files/3467_import.pdf (date of request: 10.09.2019). (in Russian).

Voronova, V. V. (2018). Geobranding as Social and Communicative Technology in Process of Innovative Development of Ukraine Regions: Abstr. of Disser. … of Cand. of Cand. of Social Communications. Kyiv, 19 p. (in Ukrainian).

10 Professions that are Becoming Increasingly Popular. Retrieved from: http://loyer.com.ua/uk/10-ridkisnih-profesij-yaki-nabuvayut-vse-bilshoyi-populyarnosti/ (date of request: 10.09.2019). (in Ukrainian).

Zykun, N. І. (2018). Brand and Branding: Regards Word Usage Problem in Ukraine Media. Ukrainian Language and Culture in Modern Humanitarian Spacetime:Aspects of Specialist Communicative Competence Formation: Collection of Writings of International Research-to-Practice Internet Conference. Irpin: State Tax Service University of Ukraine, 259–268. (in Ukrainian).

Klapkiv, Yu. (2015). Conceptualization of Institute and Institutialization Notions for Financial Services Market. Annals of Association of Doctors of Philosophy of Ukraine 01. Retrieved from: http://aphd.ua/publication-32/ (date of request: 10.09.2019). (in Ukrainian).

Dictionary of Occupation Titles DK 003:2010: Dictionary of Occupation Titles as Amended by Order of Ministry of Economic Development and Trade of Ukraine Dated February. (2019). 15, 259. Retrieved from: https://hrliga.com/docs/KP-2010_dBz.htm (date of request: 10.09.2019). (in Ukrainian).

Korobova, I. (2017). Semantic and Word-Formation Development of Latest Loanwodrs in Ukrainian Language: Thesis … of Cand. Sc. Philology, Speciality 10.02.01 – Ukrainian Language. Kyiv: Zaporizhzhia, 443 p. Retrieved from: http://phd.znu.edu.ua/page/dis/02_2018/Korobova_dis-.pdf (date of request: 10.09.2019). (in Ukrainian).

Right Word: Brand Maker, Brand Bilder or Brand Manager? Retrieved from: http://www.marketch.-ru/marketing_marginalia/brendmeyker-brendbilder-i-brendmenedzher/ (date of request: 10.09.2019). (in Russian).

Krainii, І. (2005). Trash Literature for Experts in Diapers. Ukraina Moloda. December, 22. Retrieved from: https://www.umoloda.kiev.ua/number/580/164/21000/ (date of request: 10.09.2019). (in Ukrainian).

Short-Term Brands and Fast Gaining of Competitive Advantage. Delovaia Nedelia. Newsportal of Ukraine. Retrieved from: http://www.dn-weekly.kiev.ua/fin/608-kratkosrochnye-brendy-i-bystroe-poluchenie.html (date of request: 10.09.2019). (in Russian).

Lugachev, А. В. Features of Conducting of Effective Branding Activity. Contemporary Topics of Economy: Proceedings of XI International Scientific Conference of Students and Graduates «Scientific Search of Youth of XXI Century», Commemorating 170-th Anniversary of Belarus State Agricultural Academy, 271–273. Retrieved from: baa.by›science›nirs›konferencii›files (date of request: 10.09.2019). (in Russian).

Mass Media: Business or Tool of Influence? Retrieved from: https://detector.-media›withoutsection›¬article›2002-05-15-mass-media- (date of request: 10.09.2019). (in Russian).

Petrukhina, Е. V. New Phenomena in Russian Word-Formation. Retrieved from: http://www.portal-slovo.ru/philology/45939.php (date of request: 10.09.2019). (in Russian).

Plakhta, D. (2016). On City Branding: Kharkiv Context. Den. April, 25. Retrieved from: https://day.kyiv.ua/uk/blog/suspilstvo/pro-brendyng-mista-harkivskyy-kontekst (date of request: 10.09.2019). (in Ukrainian).

Marketing Specialist» Ossupation: Profession and Appointment. Retrieved from: http://mmix.-cv.ua/abituriyentam/profesiya-marketolog-spetsialnist-i-posada (date of request: 10.09.2019). (in Ukrainian).

Gabdreeva, N. V., Gurchiani, М. Т. (2012). Dictionary of Russian Composites of Contemporary Age. Moscow: FLINTA: Science, 280 p. (in Russian).

Creation of Poltava Brand is not Necessary Yet. Retrieved from: https://poltava.to/news/12901/ (date of request: 10.09.2019). (in Ukrainian).

Fursa, V. М. (2005). Semantic-Grammatical and Word-Forming Development of Indeclinable Names: Monograph. Kyiv: NASU Institute of Ukrainian Language, 252 p. (in Ukrainian).

Who is Brandmaker? Retrieved from: http://radio.kiev.fm/news/hto-takiy-brendmeyker-56167 (date of request: 10.09.2019). (in Ukrainian).

Shults, D., Shults, Kh. (2006). Brandology: Facts and Fiction about Branding. Moscow: RIPOL-klassik. 256 p. (in Russian).


Refbacks

  • There are currently no refbacks.


Since 2013, all electronic versions of the journal are stored in the National Library of Ukraine named after VI Vernadsky of the National Academy of Sciences of Ukraine and presented on the portal in the information resource "Scientific Periodicals of Ukraine".

Indexing of the journal in scientometric databases:

The publication is indexed by Citefactor: 2019/2020: 4,54.

The journal is indexed by Google Scholar.

In 2020, the journal was included in the Index Copernicus.

The journal is indexed by Innospace Scientific Journal Impact Factor (SJIF): 2016: 5,899, 2017: 6,435, 2018: 7,037, 2019: 7,431

From 2020, the collection is indexed by ResearchBib.

Journal included in the PKP Index.