The language of branding : theory, strategies and tactics / Dawn Lerman, Robert J. Morais and David Luna.

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Material type: Text

TextLanguage: English Publication details: New York, NY : Routledge, 2018. Description: x, 160 pages : illustrations ; 23 cmISBN:

9780415806749 (pbk. : alk. paper)
9780415899994 (hardback : alk. paper)

Subject(s):

DDC classification:

658.827 23 LER

Contents:

Why brand language matters Brand language fundamentals The brand story The brand language brief The language of brand names The language of advertising claims The language of packaging The language of online and offline customer-brand interactions Brand language and brand management

Summary: The Language of Branding: Theory, Strategies, and Tactics will teach marketing students 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 Read more...

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
General Books	CUTN Central Library Medicine, Technology & Management	Non-fiction	658.827 LER (Browse shelf(Opens below))	Available		36823

Why brand language matters
Brand language fundamentals
The brand story
The brand language brief
The language of brand names
The language of advertising claims
The language of packaging
The language of online and offline customer-brand interactions
Brand language and brand management

The Language of Branding: Theory, Strategies, and Tactics will teach marketing students 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 Read more...

Includes bibliographical references and index.

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