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Language of Branding

Dawn Lerman | Robert J. Morais | David Luna
€65.99
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A01=Dawn Lerman
A01=Robert J. Morais
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advertising language techniques
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Bothersome Pain
Brand Communications
Brand Language
Brand Pyramid
brand semiotics
Brand Story
Branding
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Consumer behavior
consumer behavior analysis
Consumer Brand Relationships
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Customer Buying Experience
customer interaction linguistics
David Luna
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Gentlemen's Club
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Guttural Consonants
Impact Consumer Response
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Influence Brand Preference
ING Direct
Kellogg's Rice Krispies
Kellogg’s Rice Krispies
Key Strategic Tool
language influence on purchasing decisions
Language_English
linguistic anthropology
Linguistics
Marketing communication
Marketing management
narrative marketing strategies
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Personal Selling Context
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Psycholinguistics
Removes Blood Stains
Robert J. Morais
Semiotics
Simple Mornings
Sociolinguistics
softlaunch
Specific Message Strategies
Standard American Accent

Product details

  • ISBN 9780415806749
  • Weight: 264g
  • Dimensions: 152 x 229mm
  • Publication Date: 13 Dec 2017
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
  • Language: English
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Description

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.
About David Luna | Dawn Lerman | Robert J. Morais
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 Business School, USA. A trained anthropologist, he has 35 years of experience working in advertising and marketing research for a range of global businesses.　 David Luna is Professor and Chair of the Aaronson Department of Marketing and International Business at Baruch College, City University of New York, USA.

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