The Language of Branding

Theory, Strategies, and Tactics

Business & Finance, Marketing & Sales, Consumer Behaviour, Advertising & Promotion, Nonfiction, Reference & Language, Language Arts, Linguistics
Cover of the book The Language of Branding by Dawn Lerman, Robert J. Morais, David Luna, Taylor and Francis
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Author: Dawn Lerman, Robert J. Morais, David Luna ISBN: 9781136494321
Publisher: Taylor and Francis Publication: December 14, 2017
Imprint: Routledge Language: English
Author: Dawn Lerman, Robert J. Morais, David Luna
ISBN: 9781136494321
Publisher: Taylor and Francis
Publication: December 14, 2017
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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