The Language of Branding

Theory, Strategies, and Tactics

Dawn Lerman, Robert J. Morais, David Luna

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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.

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.


Einband Taschenbuch
Seitenzahl 160
Erscheinungsdatum 13.12.2017
Sprache Englisch
ISBN 978-0-415-80674-9
Verlag Taylor & Francis Ltd.
Maße (L/B/H) 22,8/15,1/1,5 cm
Gewicht 256 g
Abbildungen 4 Line drawings, black and white 40 Halftones, black and white 5 Tables, black and white 44 Illustrations, black and white


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  • Part 1: Language and Branding 1. Why Study Language? 2. What Does Branding Mean? Part 2: Linguistics: Dissecting Language 3. Phonetics and Phonology 4. Morphology 5. Syntax 6. Semantics Part 3: Psycholinguistics: Language Inside the Mind 7. What is Psycholinguistics? 8. Attention, Comprehension and Memory 9. Text Processing 10. Researching Psycholinguistics Part 4: Sociolinguistics: Language Between People 11. What is Sociolinguistics? 12. Societal Multilingualism 13. Language Choice 14. Researching Sociolinguistics Part 5: Semiotics: Creating Meaning Through Language 15. What is Semiotics? 16. Rhetoric in Brand Communications 17. Researching Semiotics. Appendix: Integrative Cases