Description:
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.
Review Quotes:
"This is a very clear, engaging, and thorough investigation of brand language. The authors include excellent real-world examples to illustrate concepts, discuss important managerial implications, and provide exercises that make the text highly useful for classes at both the undergraduate and graduate levels." -- Tina Lowrey, HEC Paris, France
"The authors have managed a masterful balance between theoretical rigor and practical relevance and between tactical detail and big-picture strategic insight. Highly recommended to anyone interested in brand management or in the role of linguistics in commercial contexts." -- Stefano Puntoni, Rotterdam School of Management, The Netherlands
"This is an important and approachable exploration of resonant communications in the 21st century marketplace. Dawn Lerman, Robert Morais and David Luna systematically assemble insightful, imaginatve and interdisciplinary approaches to help readers better understand culturally-situated relationships of people and of brands in contemporary society." -- Max Boykoff, University of Colorado-Boulder, USA