Language Branding: A Methodological Approach to Measuring the Brand of the Basque Language

Estitxu  Garai-Artetxe; Irati Agirreazkuenaga; Irene García-Ureta; Sergio Monge; Angeriñe Elorriaga-Illera; Ainara de Miguel; Amaia Paniagua

doi:10.29333/ejecs/2157

Authors

Estitxu Garai-Artetxe https://orcid.org/0000-0002-5360-0646
Irati Agirreazkuenaga https://orcid.org/0000-0002-4258-7714
Irene García-Ureta https://orcid.org/0000-0003-0429-1434
Sergio Monge https://orcid.org/0000-0001-8061-6865
Angeriñe Elorriaga-Illera https://orcid.org/0000-0001-9274-8291
Ainara de Miguel https://orcid.org/0000-0001-5020-2215
Amaia Paniagua https://orcid.org/0000-0002-3084-6088

DOI:

https://doi.org/10.29333/ejecs/2157

Keywords:

Basque language, Brand, Ethnic, Luxurious, Local, National, Perception, Conflict. Ethnic Conflict. Ethnic Competition. Ethnic Management., ethnic culture, minority languages

Abstract

This article introduces a pioneering concept in the field of language promotion: language branding. Branding mechanisms offer a novel framework for modernizing and enhancing linguistic planning efforts. Drawing on brand analysis theories from the commercial domain, this study develops a methodology to assess the brand image of languages. Addressing brand image is essential, as the construction of a language's brand can significantly influence speaker preferences. The research presents the first applied case by analyzing the brand image of the Basque language, a minority language supported by an organized revitalization movement with both institutional and grassroots backing. The study employs an innovative methodology rooted in branding literature, adapting it to the linguistic field through a combination of qualitative exploratory methods (focus groups) and quantitative brand measurement techniques (surveys). The Basque language brand is evaluated across several hierarchical dimensions: awareness, associations, attitudes, attachment, and activity. The results reveal that Basque enjoys a high level of emotional attachment among speakers. However, its brand associations remain heavily tied to a symbolic and mythical traditional imagery, which limits its perception as a practical tool for everyday communication.

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Author Biographies

Estitxu Garai-Artetxe

Dr. Estitxu Garai-Artetxe is a Senior Lecturer in the Department of Audiovisual Communication and Advertising at the University of the Basque Country (UPV/EHU). She holds a PhD in bilingual advertising that examines how Basque and Spanish are used in the field of advertising. Her research interests are branding, digital communication, political communication, minority languages and the media.

Irati Agirreazkuenaga

Dr. Irati Agirreazkuenaga is a Senior Lecturer in the Department of Journalism at the University of the Basque Country (UPV/EHU). She holds a PhD in journalism that examines the profile and attitudes of journalists working for public service media in the Basque Country and Scotland. Her research interests are public media, journalism in minority languages and the use of Artificial Intelligence in the media.

Irene García-Ureta

Dr. Irene García García-Ureta is a Senior Lecturer at the Faculty of Social Sciences and Communication at the University of the Basque Country. Her areas of research include the conceptualization, measurement, and management of language branding, the development and validation of a scale to measure advertising ethics, and the uses of Artificial Intelligence in communication and social science research.

Sergio Monge

Dr. Sergio Monge is an Aggregate Profesor (permanent researcher and lecturer) in the Audiovisual Communication and Advertising department at the University of the Basque Country (UPV/EHU). He holds a Degree in Advertising and Public Relations (2001) and another in Biochemistry and Molecular Biology (2018). His research interests are branding, digital communication, science communication and neuromarketing. His teaching focuses in Digital Marketing.

Angeriñe Elorriaga-Illera

Dr. Angeriñe Elorriaga-Illera has a PhD in Social Communication at the University of the Basque Country (UPV/EHU). She is an associate professor in the Department of Audiovisual Communication and Advertising. She has received several awards such as the 'Roblón' award for the second most cited article of 2018 in the Latina journal (Q1). She has been a visiting professor at University of Groningen and Ghent University. His area of expertise focuses on digital marketing and communications and public relations.

Ainara de Miguel

Dr. Ainara de Miguel has a PhD in Communication and she is currently researcher and full-time lecturer at the Department of Audiovisual Communication and Advertising and Public Relations in the School of Communication and Social Sciences of the University of the Basque Country (UPV/EHU).

Amaia Paniagua

Dr. Amaya Paniagua-Iglesias is full-time lecturer in the in the Department of Audiovisual Communication and Advertising at the University of the Basque Country (UPV/EHU). She holds a PhD in advertising that analyses the influence of digitalisation in advertising media planning and advertising agency processes. Her lines of research focus on the current concept of advertising and the changes taking place in the advertising sector.

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