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The Language of Branding: Theory, Strategies, and Tactics
Dawn Lerman
€ 63.22
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Description for The Language of Branding: Theory, Strategies, and Tactics
Paperback. Num Pages: 160 pages, 48 black & white illustrations, 18 black & white tables, 30 black & white line drawings. BIC Classification: CFB; CFD; KJS. Category: (G) General (US: Trade). Dimension: 203 x 133 x 0. .
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 ... Read more
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 ... Read more
Product Details
Publisher
Taylor & Francis Ltd
Format
Paperback
Publication date
2017
Condition
New
Number of Pages
160
Place of Publication
London, United Kingdom
ISBN
9780415806749
SKU
V9780415806749
Shipping Time
Usually ships in 4 to 8 working days
Ref
99-1
About Dawn Lerman
Dawn Lerman is Professor of Marketing and Executive Director of the Center for Positive Marketing at Fordham University's Gabelli School of Business, where she also serves as Associate Dean for Graduate Studies. Robert J. Morais is Principal Emeritus of Weinman Schnee Morais, USA, and an Adjunct Professor at Columbia ... Read more
Reviews for The Language of Branding: Theory, Strategies, and Tactics
This is a very clear, engaging, and thorough investigation of brand language. The authors include excellent real-world examples to illustrate concepts, discuss important managerial implications, and provide exercises that make the text highly useful for classes at both the undergraduate and graduate levels. - Tina Lowrey, HEC Paris, France The authors have managed ... Read more