The Language of Branding by Dawn Lerman

The Language of Branding by Dawn Lerman

This book helps readers to use language to improve brand value and influence consumer behavior. Students will learn why brand language matters in marketing, and how to build a brand strategy that exploits the richness and complexity of language.

"This is a very clear, engaging, and thorough investigation of brand languageThe 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

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.

SKU	Unavailable
ISBN 13	9780415806749
ISBN 10	0415806747
Title	The Language of Branding
Author	Dawn Lerman
Condition	Unavailable
Binding Type	Paperback
Publisher	Taylor & Francis Ltd
Year published	2017-12-13
Number of pages	160
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.