000			01164cam a2200253 i 4500
999			_c36013 _d36013
001			19831036
010			_a 2017032619
020			_a9780415899994
020			_a9780415806749
040			_aUOWD
082	0	0	_a658.827 LE LA
100	1		_aLerman, Dawn, _928657
245	1	4	_aThe language of branding : _btheory, strategies and tactics _cDawn Lerman, Robert J. Morais and David Luna
260			_aNew York : _bRoutledge,/​Taylor &​ Francis Group, _cc2018.
300			_ax, 160 p. : _bill. ; _c23 cm.
504			_aIncludes bibliographical references and index.
505	0		_aAcknowledgements -- 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.
650		0	_aBranding (Marketing) _929809
650		0	_aAdvertising _xLanguage _928659
650		0	_aCommunication in marketing _9165
700	1		_aMorais, Robert J. _928660
700	1		_aLuna, David _928661
942			_cREGULAR