The Language of Branding: Theory, Strategies, and Tactics

— —

Dawn Lerman (Fordham University, New York, NY, USA) Robert J. Morais (Weinman Schnee Morais, Inc., USA)

The Language of Branding

Theory, Strategies, and Tactics

Dawn Lerman (Fordham University, New York, NY, USA), Robert J. Morais (Weinman Schnee Morais, Inc., USA), David Luna (City University of New York, USA)

$315

Hardback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We then advise you accordingly. If the time taken to get any book is too long for you, you can let us know and we will cancel or adjust your order, and refund as required.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Routledge
14 December 2017

Sociolinguistics; Psycholinguistics; Advertising

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.

By: Dawn Lerman (Fordham University New York NY USA), Robert J. Morais (Weinman Schnee Morais, Inc., USA), David Luna (City University of New York, USA)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 229mm, Width: 152mm,
Weight: 498g
ISBN: 9780415899994
ISBN 10: 0415899990
Pages: 170
Publication Date: 14 December 2017
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Active

List of Tables and Figures Acknowledgments Contributors Chapter 1: Why Brand Language Matters Chapter 2: Brand Language Fundamentals Chapter 3: The Brand Story Chapter 4: The Brand Language Brief Chapter 5: The Language of Brand Names Chapter 6: The Language of Advertising Claims Chapter 7: The Language of Packaging Chatper 8: The Language of Online and Offline Customer-Brand Interactions Chapter 9: Brand Language and Brand Management Glossary Index

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.

Reviews for The Language of Branding: Theory, Strategies, and Tactics

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