Lerman, Dawn,
The language of branding : theory, strategies and tactics Dawn Lerman, Robert J. Morais and David Luna - New York : Routledge,/Taylor & Francis Group, c2018. - x, 160 p. : ill. ; 23 cm.
Acknowledgements -- Why brand language matters -- Brand language fundamentals -- The brand story -- The brand language brief -- The language of brand names -- The language of advertising claims -- The language of packaging -- The language of online and offline customer-brand interactions -- Brand language and brand management -- Glossary -- Index.
9780415899994 9780415806749
2017032619
Branding (Marketing)
Advertising--Language
Communication in marketing
658.827 LE LA
The language of branding : theory, strategies and tactics Dawn Lerman, Robert J. Morais and David Luna - New York : Routledge,/Taylor & Francis Group, c2018. - x, 160 p. : ill. ; 23 cm.
Acknowledgements -- Why brand language matters -- Brand language fundamentals -- The brand story -- The brand language brief -- The language of brand names -- The language of advertising claims -- The language of packaging -- The language of online and offline customer-brand interactions -- Brand language and brand management -- Glossary -- Index.
9780415899994 9780415806749
2017032619
Branding (Marketing)
Advertising--Language
Communication in marketing
658.827 LE LA