LANGUAGE MEANS OF IMPLEMENTING COMMUNICATION STRATEGIES OF URBAN BRAND COMMUNICATION (ON THE EXAMPLE OF SPANISH-SPEAKING CITIES)

Abstract

The article is devoted to a systematic study of the linguistic mechanisms of the formation and implementation of a city brand within the framework of modern urban discourse. The focus of the research is on language as a tool for identifying, presenting, and promoting urban values in a globalized communicative space. The aim of the article is to identify, describe and systematize linguistic means and communicative strategies, through which the image of the city as a holistic socio-cultural entity with its own identity, value orientations and symbolic capital is formed in modern Spanish-language brand discourse. The research material is the texts of official tourist web resources, brand campaigns, slogans and promotional messages of cities in Spain and Latin America, which represent different models of linguistic positioning of urban space. The methodological basis of the work is discursive-analytical, linguopragmatic, structural-semantic, and interpretative methods, which made it possible to identify the functionalpragmatic features of linguistic units in the city's brand communication. The article identifies and systematizes the leading communicative strategies of urban brand communication: 1) the strategy of positioning historical and cultural authenticity; 2) the strategy of global presence; 3) the strategy of anthropomorphizing urban space; 4) the strategy of creating a sense of uniqueness; 5) the strategy of social inclusion. It has been established that the language strategies of urban brand communication ensure the coherence of the city's brand discourse, perform identification and image-forming functions, and contribute to the consolidation of local cultural meanings in a broader global communicative context. It is concluded that the systematic use of language resources in the city's brand communication is a key factor in the formation of a stable, recognizable and adapted urban image to the conditions of modern media reality.