The language of branding : theories, 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 h...
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| Main Authors: | , , |
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| Format: | Book |
| Language: | English |
| Published: |
New York :
Routledge,
2018.
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| Subjects: | |
| Tags: |
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| 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 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. |
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| Item Description: | Includes index. |
| Physical Description: | x, 160 pages : illustrations ; 23 cm |
| ISBN: | 9780415806749 0415806747 9780415899994 0415899990 |