Enhancing brand perception through language: a case study on the use of Italian in the communication strategy of made in Italy brands aimed at English and French speaking audiences

Diplôme Master Enhancing brand perception through language: a case study on the use of Italian in the communication strategy of made in Italy brands aimed at English and French speaking audiences eng 2024 author Borra Giulia 896226 director Villacampa Bueno Marta 134832 Services communs du département de traduction (TRACO) Foreign languages can be used in marketing communication to evoke specific associations in the consumers’ minds and enhance brand perception. This paper explores how a company’s sector, target audience and communication channel can influence the use of Italian in the communication strategy of Made in Italy brands aimed at English and French speaking audiences. The investigation takes the form of a case study on a selection of eight brands, adopting a qualitative and descriptive approach. Results suggest that sectors can influence the use of Italian together with other dimensions, such as targeting and positioning. No major differences based on target audiences emerged, which is likely to be linked to the rather homogeneous image of Italian products existing in the selected publics. Finally, social media platforms appear to allow for greater linguistic creativity, which may be used as an attention-getting device. This study therefore opens up new possibilities for further research on foreign language display adopting a linguistic perspective and using existing marketing material as the object of analysis. Foreign language display Country-of-origin effect Marketing communication Made in Italy Dewey 410.2 Maîtrise universitaire en traduction et communication spécialisée multilingue 112 Département de traitement informatique multilingue 92 false 6207cb94-33c7-4e0f-bdd0-8a861f16586e Master thesis Restricted Memoire_MATCOM_Borra_final.pdf 1765915 application/pdf 7b27ca242255fbfb9e9d7be179d989db80b7558acf4d7d49f51cf26dba2c568c restrictedAccess Faculté de traduction et d'interprétation / Département de traitement informatique multilingue

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Enhancing brand perception through language: a case study on the use of Italian in the communication strategy of made in Italy brands aimed at English and French speaking audiences				2024	113	11

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