The Language of Branding by David Luna, Dawn Lerman, Robert J. Morais
Estimated delivery 3-12 business days
Format Hardcover
Condition Brand New
Description This book helps readers to use language to improve brand value and influence consumer behavior. Students will learn why brand language matters in marketing, and how to build a brand strategy that exploits the richness and complexity of language.
Publisher 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.
Author Biography
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.
Details ISBN 0415899990 ISBN-13 9780415899994 Title The Language of Branding Author David Luna, Dawn Lerman, Robert J. Morais Format Hardcover Year 2017 Pages 170 Publisher Taylor & Francis Ltd GE_Item_ID:157395167; About Us
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