The Language of Branding
Theory, Strategies, and Tactics
(Sprache: Englisch)
The Language of Consumers: Strategic Brand Buildingwill teach you how to use language successfully to improve brand value and influence consumer behavior. Taking a multidisciplinary perspective onthe wayslanguage influences how consumers act, the book shows...
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Klappentext zu „The Language of Branding “
The Language of Consumers: Strategic Brand Buildingwill teach you how to use language successfully to improve brand value and influence consumer behavior. Taking a multidisciplinary perspective onthe wayslanguage influences how consumers act, the book shows how understanding language processesimpacts on traditional branding principles.
Inhaltsverzeichnis zu „The Language of Branding “
Part 1: Language and Branding 1. Why Study Language? 2. What Does Branding Mean? Part 2: Linguistics: Dissecting Language 3. Phonetics and Phonology 4. Morphology 5. Syntax 6. Semantics Part 3: Psycholinguistics: Language Inside the Mind 7. What is Psycholinguistics? 8. Attention, Comprehension and Memory 9. Text Processing 10. Researching Psycholinguistics Part 4: Sociolinguistics: Language Between People 11. What is Sociolinguistics? 12. Societal Multilingualism 13. Language Choice 14. Researching Sociolinguistics Part 5: Semiotics: Creating Meaning Through Language 15. What is Semiotics? 16. Rhetoric in Brand Communications 17. Researching Semiotics. Appendix: Integrative Cases
Autoren-Porträt von Dawn (Fordham University, New York, NY, USA) Lerman, Robert J. (Weinman Schnee Morais, Inc., USA) Morais, David (City University of New York, USA) Luna
Dawn Lerman is Area Chair in Marketing and Associate Professor of Marketing at Fordham University, USA. David Luna is Professor of Marketing at Baruch College, City University of New York, USA. Robert J. Morais is a Principal at Weinman Schnee Morais, Inc, USA, with twenty five years of experience in the advertising industry.
Bibliographische Angaben
- Autoren: Dawn (Fordham University, New York, NY, USA) Lerman , Robert J. (Weinman Schnee Morais, Inc., USA) Morais , David (City University of New York, USA) Luna
- 160 Seiten, mit zahlreichen Abbildungen, Maße: 15,1 x 22,8 cm, Taschenbuch, Englisch
- Verlag: Taylor & Francis Ltd
- ISBN-10: 0415806747
- ISBN-13: 9780415806749
- Erscheinungsdatum: 13.12.2017
Sprache:
Englisch
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