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The Language of Branding: Theory, Strategies, and Tactics

Autor Dawn Lerman, Robert J. Morais, David Luna
en Limba Engleză Hardback – 14 dec 2017
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.
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Specificații

ISBN-13: 9780415899994
ISBN-10: 0415899990
Pagini: 170
Ilustrații: 4 Line drawings, black and white; 40 Halftones, black and white; 5 Tables, black and white; 44 Illustrations, black and white
Dimensiuni: 152 x 229 x 11 mm
Greutate: 0.5 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate and Professional

Cuprins

List of Tables and Figures
Acknowledgments
Contributors
Chapter 1: Why Brand Language Matters
Chapter 2: Brand Language Fundamentals
Chapter 3: The Brand Story
Chapter 4: The Brand Language Brief
Chapter 5: The Language of Brand Names
Chapter 6: The Language of Advertising Claims
Chapter 7: The Language of Packaging
Chatper 8: The Language of Online and Offline Customer-Brand Interactions
Chapter 9: Brand Language and Brand Management
Glossary
Index

Recenzii

"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 a masterful balance between theoretical rigor and practical relevance and between tactical detail and big-picture strategic insight. Highly recommended to anyone interested in brand management or in the role of linguistics in commercial contexts." — Stefano Puntoni, Rotterdam School of Management, The Netherlands
"This is an important and approachable exploration of resonant communications in the 21st century marketplace. Dawn Lerman, Robert Morais and David Luna systematically assemble insightful, imaginatve and interdisciplinary approaches to help readers better understand culturally-situated relationships of people and of brands in contemporary society." — Max Boykoff, University of Colorado-Boulder, USA

Descriere

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.