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Lerman / Morais / Luna

The Language of Branding

Theory, Strategies, and Tactics

Medium: Buch
ISBN: 978-0-415-89999-4
Verlag: Routledge
Erscheinungstermin: 14.12.2017
Lieferfrist: bis zu 10 Tage

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.


Produkteigenschaften


  • Artikelnummer: 9780415899994
  • Medium: Buch
  • ISBN: 978-0-415-89999-4
  • Verlag: Routledge
  • Erscheinungstermin: 14.12.2017
  • Sprache(n): Englisch
  • Auflage: 1. Auflage 2017
  • Produktform: Gebunden
  • Gewicht: 409 g
  • Seiten: 170
  • Format (B x H x T): 157 x 235 x 14 mm
  • Ausgabetyp: Kein, Unbekannt
Autoren/Hrsg.

Autoren

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