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