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Download Ebook The Language of Branding : Theory, Strategies, and Tactics PDF by Dawn Lerman for free Book Title: The Language of Branding : Theory, Strategies, and Tactics
Category: Linguistics
The author of the book: Dawn Lerman
Format files: Epub, PDF, TXT, DOCX
The size of the: 1.92 MB
City - Country: London, United Kingdom
Edition: Taylor & Francis Ltd
Date of issue: 31 Mar 2017
EAN: 0415899990
ISBN: 9780415899994
Language: English

Full description of the book "The Language of Branding : Theory, Strategies, and Tactics":

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 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. Students will learn why brand language matters, how language is used in PDF marketing, and how to build a brand strategy that exploits 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 students 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.
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