The Language of Branding Theory, Strategies, and Tactics

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 Lermanare 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 bookincludes real-world case histories that demonstrate vividly how brand language is created and exercises that enable both students of marketing and marketing professionalsto 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.

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.