Binding: Paperback
Description: 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.
Title: The Language Of Branding Theory Strategies And Tactics
Author(s): Luna David (City University Of New York Usa)
Publisher: Taylor & Francis Ltd
Barcode: 9780415806749
Pages: 160 Pages, 5 Tables, Black And White; 4 Line Drawings, Black And White; 40 Halftones, Black And Whit
Publication Date: 8/31/2016
Category: Advertising