000			01858 a2200229 4500
005			20251110141228.0
008			241217b |||||||| |||| 00| 0 eng d
020			_a9780415806749
041			_aeng
082			_a658.827 _bLerL
100			_aLerman, Dawn
245			_aThe Language of Branding : _bTheory, Strategies and Tactics / _cDawn Lerman, Robert J. Morais and David Luna
260			_aNew York : _bRoutledge, _c©2018.
300			_ax, 160p.
520			_aThe 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.
650			_aTechnology  _xBranding
650			_aAdvertising _xLanguage
650			_aGeneral management  _xOf Marketing
700			_aMorais, Robert J.
700			_aLuna, David
942			_cBK
999			_c6714 _d6714