{"product_id":"the-language-of-branding-theory-strategies-and-tactics-paperback","title":"The Language of Branding: Theory, Strategies, and Tactics - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eDawn Lerman\u003c\/b\u003e (Author), \u003cb\u003eRobert J. Morais\u003c\/b\u003e (Author), \u003cb\u003eDavid Luna\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\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\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDawn Lerman\u003c\/strong\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eRobert J. Morais \u003c\/strong\u003eis 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.　\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eDavid Luna\u003c\/strong\u003e is Professor and Chair of the Aaronson Department of Marketing and International Business at Baruch College, City University of New York, USA.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 160\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.37 x 9 x 6 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e December 21, 2017\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":42190610694224,"sku":"9780415806749","price":122.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0592\/9540\/0016\/files\/VUJTN2tUaUt0MDdTTkljRWpZSmRVdz09.webp?v=1774864256","url":"https:\/\/palm-malen-gift-shop-pmrc.myshopify.com\/products\/the-language-of-branding-theory-strategies-and-tactics-paperback","provider":"Palm Malen Gift Shop -PMRC","version":"1.0","type":"link"}