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The Language of Branding : Theory, Strategies, and Tactics. ブランディングの言語－理論、戦略、戦術
・ISBN 978-0-415-89999-4 hard GB£ 187.99
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・ISBN 978-0-415-80674-9 paper GB£ 55.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-203-13969-1
| 著者・編者 | Lerman, Dawn / Morais, R. J. / Luna, D., |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2018 |
| ページ数 | 170 pp. |
| 言語 | ENG |
| ニュース番号 | ＜600-927＞ |
解説
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 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.
This 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. The Language of Branding: Theory, Strategies and Tactics can be used in a number of courses, including consumer behavior, branding, advertising, linguistics, and communications.