The Language of Branding : (Record no. 6714)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 01858 a2200229 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20251110141228.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 241217b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780415806749 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | eng |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.827 |
| Item number | LerL |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Lerman, Dawn |
| 245 ## - TITLE STATEMENT | |
| Title | The Language of Branding : |
| Remainder of title | Theory, Strategies and Tactics / |
| Statement of responsibility, etc | Dawn Lerman, Robert J. Morais and David Luna |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | New York : |
| Name of publisher | Routledge, |
| Year of publication | ©2018. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | x, 160p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | The Language of Branding: Theory, Strategies and Tactics shows marketers how to use language successfully to improve brand value and influence consumer behavior.<br/><br/>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.<br/><br/>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. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Technology |
| General subdivision | Branding |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Advertising |
| General subdivision | Language |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | General management |
| General subdivision | Of Marketing |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Morais, Robert J. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Luna, David |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| Withdrawn status | Lost status | Damaged status | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Purchase Price | Bill number | Full call number | Accession Number | Copy number | Print Price | Bill Date/Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Humanities | Indian Institute of Technology Tirupati | Indian Institute of Technology Tirupati | General Stacks | 06/11/2025 | Creative Books | 3939.11 | CB/25128 | 658.827 LerL (11747) | 11747 | Copy 01 | 5627.30 | 06/11/2025 | Books |