The Language of Branding: Theory, Strategies, and Tactics

By Dawn Lerman, David Luna, Robert J. Morais

Book Overview

This book helps readers to use language to improve brand value and influence consumer behavior. Students will learn why brand language matters in marketing, and how to build a brand strategy that exploits the richness and complexity of language.

• 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"