The Intersection of Linguistics and International Business: How Language Shapes Brand Perception

Abdulsalam Aderibigbe

During my undergraduate studies in Linguistics at the University of Ilorin, Nigeria , I gained valuable insights in the field of sociolinguistics and discourse analysis. Later during my masters in International Business Management at the Surrey Business School, University of Surrey I took a module in marketing gaining insights on integrated marketing communication and analysing the marketing strategies of popular brands such as Nike . What are the relationships between these two fields especially in the context of Linguistics- International Business Intersections? Let me explain.

I recently came across a LinkedIn post by Jason Feifer about a company that had failed twice before but is now achieving annual sales close to $500 million after changing its approach to brand communication. This example got me thinking about how language, when used strategically, can redefine brand perception and build consumer trust.

Think of it this way: if your brand's language isn’t resonating, it’s like trying to sell a product with the volume turned down. You might have the best product on the market, but if your message doesn’t speak the same language as your audience both literally and figuratively good luck getting people to listen. The truth is, even something as simple as how we phrase a message can trigger entirely different reactions from consumers. This is where discourse analysis comes into marketing. Discourse analysis examines how language is used to create meaning, especially in the context of understanding consumer-brand interactions. It explores how language constructs relationships, shapes social identities, and influences perceptions. It’s not just about what a brand says but how it’s said, in what context, and what social cues it relies on.

During my course work in marketing, I explored Nike 's integrated marketing communication particularly the "Just Do It" campaign. "Just Do It" a phrase so powerful that it transcended language barriers to become a global mantra. Recently, Nike has adapted this language to suit today’s audiences by incorporating themes of inclusivity and social justice into its marketing. Instead of just promoting athletic prowess, Nike’s messaging now embraces personal empowerment, diversity, and resilience. By using language that resonates with broader cultural movements, Nike has managed to build a global community that feels seen and supported. This is a brilliant example of how words can elevate a brand from just another name in the market to a symbol of something much bigger.

Discourse analysis offers valuable tools for brands looking to make this type of impact. For instance, at the micro level, it examines vocabulary and phrasing choices that signal inclusivity or exclusivity. At the meso level, it looks at how conversations or narratives are structured to build a cohesive brand story. On a macro level, it considers how brand language interacts with broader social and cultural contexts, ensuring that a message aligns with current consumer values and trends.

By employing the service of a linguist skilled in this area, companies can avoid the pitfalls of language missteps and, instead, build trust with global audiences. Brands can develop messaging that’s not only appropriate but tailored to the unique cultural and social dynamics of each market. When a company expands into a new market, it’s not enough to simply translate words; you need to capture the cultural essence behind those words. Take a look at the classic story of KFC’s “Finger Lickin’ Good” slogan, which famously translated to “Eat Your Fingers Off” in China. On another hand, take Coca-Cola’s “Share a Coke” campaign as an example. By replacing its logo with common names from different countries, Coca-Cola turned a simple product into a personal experience that resonated across cultural boundaries. This is a perfect illustration of how discourse analysis principles can help brands tap into universal values, such as connection and community, while also catering to specific cultural contexts.

So, for any company looking to succeed in today’s global marketplace, a linguist isn’t just a nice-to-have; they’re essential. They bring insights that can make the difference between a message that resonates and one that falls flat. Language, as it turns out, is one of the most powerful tools in business, and with the right approach, it can shape brand perception in ways that are both meaningful and enduring.

Are you a linguist, a marketing professional, or an international business professional? Does any of these concepts resonate with you? Feel free to make your contributions.

As usual, anticipate my next article, it promises to explore more intersections of Linguistics and International Business.