Dawn Lerman, Robert J. Morais, David Luna

The Language of Branding (eBook, ePUB)

Theory, Strategies, and Tactics

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 170
• Erscheinungstermin: 14. Dezember 2017
• Englisch
• ISBN-13: 9781136494321
• Artikelnr.: 50518333

Autorenporträt

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.

Inhaltsangabe

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