The Language of Branding: Theory, Strategies, and Tactics

by Dawn Lerman, David Luna, Robert J. Morais

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Book Overview

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...

Format:Paperback

Language:English

ISBN:0415806747

ISBN13:9780415806749

Release Date:December 2017

Publisher:Routledge

Length:160 Pages

Weight:0.52 lbs.

Dimensions:0.4" x 6.0" x 9.0"

Related Subjects

Business Business & Investing Economics Language Arts

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The Language of Branding: Theory, Strategies, and Tactics

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