| LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2017032619 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780415899994 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780415806749 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Call number |
658.827 LE LA |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Authors |
Lerman, Dawn, |
| TITLE STATEMENT |
|---|
| Title |
The language of branding : |
| Subtitle |
theory, strategies and tactics |
| Statement of responsibility, etc |
Dawn Lerman, Robert J. Morais and David Luna |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
New York : |
| Publisher |
Routledge,/Taylor & Francis Group, |
| Date |
c2018. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
x, 160 p. : |
| Other Details |
ill. ; |
| Size |
23 cm. |
| CONTENTS |
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| Contents |
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. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Heading |
Branding (Marketing) |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical Heading |
Advertising |
| General |
Language |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Heading |
Communication in marketing |
| ADDED ENTRY |
|---|
| Name |
Morais, Robert J. |
| ADDED ENTRY |
|---|
| Name |
Luna, David |
| MAIN ENTRY--PERSONAL NAME |
|---|
| -- |
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165 |
| ADDED ENTRY |
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28660 |
| ADDED ENTRY |
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28661 |