The Language of Branding

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.

Product details

• Authors: Dawn Lerman, Dawn (Fordham University Lerman, Dawn Morais Lerman, Dawn/ Luna Lerman, Lerman Dawn, LERMAN DAWN LUNA DAVID, David Luna, David (City University of New York Luna, Luna David, Robert J. Morais, Robert J. (Weinman Schnee Morais Morais, Morais Robert J.
• Publisher: Routledge Academic
• Languages: English
• Product format: Paperback / Softback
• Released: 13.12.2017
• EAN: 9780415806749
• ISBN: 978-0-415-80674-9
• Dimensions: 150 mm x 230 mm x 20 mm
• Subjects: Humanities, art, music > Linguistics and literary studies; Social sciences, law, business > Business; Advertising, Business & Economics / General, Economics, LANGUAGE ARTS & DISCIPLINES / Linguistics / Sociolinguistics, BUSINESS & ECONOMICS / Consumer Behavior, BUSINESS & ECONOMICS / Advertising & Promotion, LANGUAGE ARTS & DISCIPLINES / Linguistics / General, BUSINESS & ECONOMICS / Industries / Media & Communications, Sociolinguistics, Psycholinguistics, Literature: history & criticism, Literature: history and criticism, LANGUAGE ARTS & DISCIPLINES / Writing / General, Psycholinguistics and cognitive linguistics