The Language of Branding : Theory, Strategies, and Tactics Paperback / softback
by Dawn (Fordham University, New York, NY, USA) Lerman, Robert J. (Weinman Schnee Morais, Inc., USA) Morais, David (City University of New York, USA) Luna
Paperback / softback
- Information
Description
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.
Information
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Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Paperback / softback
- Pages:160 pages, 5 Tables, black and white; 4 Line drawings, black and white; 40 Halftones, black and whit
- Publisher:Taylor & Francis Ltd
- Publication Date:13/12/2017
- Category:
- ISBN:9780415806749
Information
-
Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Paperback / softback
- Pages:160 pages, 5 Tables, black and white; 4 Line drawings, black and white; 40 Halftones, black and whit
- Publisher:Taylor & Francis Ltd
- Publication Date:13/12/2017
- Category:
- ISBN:9780415806749