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基本説明
Focusing on the ways language influences how consumers act, the book shows how understanding language processes impact traditional branding principles.
Full Description
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.
Contents
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
