The language of branding
Subtitle: theories, strategies, and tactics
By: Dawn Lerman, Robert J. Morais, and David Luna
Contributors: Morais, Robert J., author; Luna, David, author
Publisher: Routledge
Published: 2018
Language: eng
Number of pages: 160
ISBN-13: 9780415806749; 9780415899994
Copyright date: 2018
Subjects: Communication in marketing; Branding (Marketing); Advertising; Language
Description: The Language of Branding: Theory, Strategies, and Tactics will teach marketing students 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.
Notes: Includes bibliographical references and index.
Table of contents: title: Acknowledgements; title: Why brand language matters; title: Brand language fundamentals; title: The brand story; title: The brand language brief; title: The language of brand names; title: The language of advertising claims; title: The language of packaging; title: The language of online and offline customer-brand interactions; title: Brand language and brand management; title: Glossary; title: Index.