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The Language of Branding - Theory, Strategies, and Tactics (Paperback)
Loot Price: R1,517
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The Language of Branding - Theory, Strategies, and Tactics (Paperback)
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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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