Read book David Luna - The Language of Consumers : Strategic Brand Building DJV, TXT, MOBI
9780415806749 English 0415806747 The Language of Branding: Theory, Strategies, and Tactics will teach marketing students 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. Students will learn why brand language matters, how language is used in marketing, and how to build a brand strategy that exploits 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 students 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.", The Language of Branding: Theory, Strategies, and Tactics will teach you 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 in market research, they describe and apply principles from four fields of study: * the structure and meaning of langua≥ * how humans acquire, use and understand langua≥ * how social setting impacts language use; and * the signs and symbols that make up communication The strengths of each of these approaches are combined into a solid theory of creating brand value. The book shows how understanding language functions, like the sounds or meanings of words, impacts on traditional branding principles, like brand awareness. They recommend specific steps for building a sound brand strategy based on exploiting the richness and complexity of language. This book includes exercises to stimulate class discussion of the theories, and cases to help you apply these theories in practice. The Language of Branding can be used on a number of courses, including consumer behavior, branding and advertising, linguistics, and communications., The Language of Consumers: Strategic Brand Building will teach you 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. They describe and apply principles from four fields of study: the structure and meaning of language how humans acquire, use and understand language how social setting impacts language use the signs and symbols that make up communication. The strengths of each of these approaches are combined into a solid theory of creating brand value. The book shows how understanding language functions, such the sounds of words, or their meanings, impacts on traditional branding principles, like brand awareness. They recommend specific steps for building a sound brand strategy based on exploiting the richness and complexity of language. This book includes exercises to stimulate class discussion of the theories, and cases to help you apply these theories in practice. The Language of Consumers can be used on a number of courses, including consumer behavior, branding and advertising, linguistics, and communications.
9780415806749 English 0415806747 The Language of Branding: Theory, Strategies, and Tactics will teach marketing students 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. Students will learn why brand language matters, how language is used in marketing, and how to build a brand strategy that exploits 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 students 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.", The Language of Branding: Theory, Strategies, and Tactics will teach you 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 in market research, they describe and apply principles from four fields of study: * the structure and meaning of langua≥ * how humans acquire, use and understand langua≥ * how social setting impacts language use; and * the signs and symbols that make up communication The strengths of each of these approaches are combined into a solid theory of creating brand value. The book shows how understanding language functions, like the sounds or meanings of words, impacts on traditional branding principles, like brand awareness. They recommend specific steps for building a sound brand strategy based on exploiting the richness and complexity of language. This book includes exercises to stimulate class discussion of the theories, and cases to help you apply these theories in practice. The Language of Branding can be used on a number of courses, including consumer behavior, branding and advertising, linguistics, and communications., The Language of Consumers: Strategic Brand Building will teach you 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. They describe and apply principles from four fields of study: the structure and meaning of language how humans acquire, use and understand language how social setting impacts language use the signs and symbols that make up communication. The strengths of each of these approaches are combined into a solid theory of creating brand value. The book shows how understanding language functions, such the sounds of words, or their meanings, impacts on traditional branding principles, like brand awareness. They recommend specific steps for building a sound brand strategy based on exploiting the richness and complexity of language. This book includes exercises to stimulate class discussion of the theories, and cases to help you apply these theories in practice. The Language of Consumers can be used on a number of courses, including consumer behavior, branding and advertising, linguistics, and communications.