Linguistic analysis of branding: how words create value of the agro-food sphere of Russia

The article is devoted to the consideration of linguistic aspects of branding and how the right choice of words and expressions can create value for a company using the example of the well-known Apple Corporation. Particular attention is paid to language, which plays a key role in the formation of associations, emotions and values that affect the perception of the brand by consumers and its value. Knowledge of the principles of interaction with potential consumers helps businesses create strong brands that stand out in the market and bring high profits. The article presents the key aspects of linguistic branding with reference to examples of Apple's product positioning strategies.