The language of branding : theory, strategies and tactics / Dawn Lerman, Robert J. Morais and David Luna.
Material type: TextLanguage: English Publication details: New York, NY : Routledge, 2018. Description: x, 160 pages : illustrations ; 23 cmISBN:- 9780415806749 (pbk. : alk. paper)
- 9780415899994 (hardback : alk. paper)
- 658.827 23 LER
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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