Name: The Language of Branding By Dawn Lerman (Fordham University, USA)
SKU: 9780415806749
Price: 32.99 USD
Availability: OutOfStock

The Language of Branding Summary

The Language of Branding: Theory, Strategies, and Tactics by Dawn Lerman (Fordham University, USA)

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.

The Language of Branding Reviews

"This is a very clear, engaging, and thorough investigation of brand language. The authors include excellent real-world examples to illustrate concepts, discuss important managerial implications, and provide exercises that make the text highly useful for classes at both the undergraduate and graduate levels." - Tina Lowrey, HEC Paris, France

"The authors have managed a masterful balance between theoretical rigor and practical relevance and between tactical detail and big-picture strategic insight. Highly recommended to anyone interested in brand management or in the role of linguistics in commercial contexts." - Stefano Puntoni, Rotterdam School of Management, The Netherlands

"This is an important and approachable exploration of resonant communications in the 21st century marketplace. Dawn Lerman, Robert Morais and David Luna systematically assemble insightful, imaginatve and interdisciplinary approaches to help readers better understand culturally-situated relationships of people and of brands in contemporary society." - Max Boykoff, University of Colorado-Boulder, USA

About Dawn Lerman (Fordham University, USA)

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.

Additional information

Sku

CIN0415806747G

ISBN 13

9780415806749

ISBN 10

0415806747

Title

The Language of Branding: Theory, Strategies, and Tactics by Dawn Lerman (Fordham University, USA)

Author

Dawn Lerman (Fordham University, USA)

Condition

Used - Good

Binding type

Paperback

Publisher

Taylor & Francis Ltd

Year published

2017-12-13

Number of pages

160

Prizes

N/A

Cover note

Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in good condition, but if you are not entirely satisfied please get in touch with us

The Language of Branding Dawn Lerman (Fordham University, USA)

The Language of Branding by Dawn Lerman (Fordham University, USA)

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The Language of Branding Summary

The Language of Branding: Theory, Strategies, and Tactics by Dawn Lerman (Fordham University, USA)

The Language of Branding Reviews

About Dawn Lerman (Fordham University, USA)

Table of Contents

Additional information

Customer Reviews - The Language of Branding