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The Language of Branding: Theory, Strategies, and Tactics by Dawn Lerman, David Luna, Robert J. Morais (Paperback, 2017)
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About this product
Product Information
The Language of Branding: Theory, Strategies and Tactics shows marketers how to use language successfully to improve brand value and influence consumer behavior. Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist engaged in market research, they show how understanding the power of language can impact the essence - and sales - of a brand. The book covers the fundamentals of brand language and applications for an array of marketing initiatives. Readers will learn why brand language matters, how language is used in marketing, and how to build a brand strategy that capitalizes on the richness and complexity of language. This book includes real-world case histories that demonstrate vividly how brand language is created and exercises that enable both students of marketing and marketing professionals to apply the book's concepts and stimulate class discussion. The Language of Branding: Theory, Strategies and Tactics can be used in a number of courses, including consumer behavior, branding, advertising, linguistics, and communications.Product Identifiers
PublisherTaylor & Francis Ltd
ISBN-139780415806749
eBay Product ID (ePID)178000684
Product Key Features
Number of Pages160 Pages
Publication NameThe Language of Branding: Theory, Strategies, and Tactics
LanguageEnglish
SubjectAdvertising
Publication Year2017
TypeStudy Guide
Subject AreaReligious Sociology
AuthorDawn Lerman, David Luna, Robert J. Morais
FormatPaperback
Dimensions
Item Height229 mm
Item Weight249 g
Item Width152 mm
Additional Product Features
Country/Region of ManufactureUnited Kingdom
Title_AuthorRobert J. Morais, David Luna, Dawn Lerman
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