eBook - ePub

The Language of Branding

Name: The Language of Branding
Author: Dawn Lerman,Robert J. Morais,David Luna

Theory, Strategies, and Tactics

Dawn Lerman,

Robert J. Morais,

David Luna,

160 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

The Language of Branding

Theory, Strategies, and Tactics

Dawn Lerman,

Robert J. Morais,

David Luna,

About this book

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.

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Yes, you can access The Language of Branding by Dawn Lerman,Robert J. Morais,David Luna in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over one million books available in our catalogue for you to explore.