The Language of Branding - Theory, Strategies, and Tactics (Hardcover)

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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Release date:	December 2017
First published:	2015
Authors:	Dawn Lerman • Robert J Morais • David Luna
Dimensions:	229 x 152 x 17mm (L x W x T)
Format:	Hardcover - Cloth over boards
Pages:	170
ISBN-13:	978-0-415-89999-4
Categories:	Books > Language & Literature > Language & linguistics > Sociolinguistics Books > Language & Literature > Language & linguistics > Historical & comparative linguistics > General Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions
LSN:	0-415-89999-0
Barcode:	9780415899994

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