{"product_id":"the-language-of-branding-dawn-lerman-9780415806749","title":"The Language of Branding: Theory, Strategies, and Tactics","description":"\u003cp\u003e\u003cem\u003eThe Language of Branding: Theory, Strategies and Tactics \u003c\/em\u003eshows marketers how to use language successfully to improve brand value and influence consumer behavior. \u003c\/p\u003e \u003cp\u003eLuna 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.\u003c\/p\u003e \u003cp\u003eThis 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. \u003ci\u003eThe Language of Branding: Theory, Strategies and Tactics\u003c\/i\u003e can be used in a number of courses, including consumer behavior, branding, advertising, linguistics, and communications.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Dawn Lerman, Robert J. Morais, David Luna\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0415806747\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780415806749\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Routledge\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 08\/31\/2016\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 160\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.52lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.37d","brand":"Dawn Lerman","offers":[{"title":"Paperback","offer_id":44132027957503,"sku":"9780415806749","price":62.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_52977e7f-f714-494a-856e-c9cbdde6a399.jpg?v=1687477797","url":"https:\/\/www.whiterainbookhouse.com\/products\/the-language-of-branding-dawn-lerman-9780415806749","provider":"WR Book House","version":"1.0","type":"link"}