The Language Of Branding: Theory, Strategies, And Tactics

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

• | Author: Dawn Lerman|David Luna|Robert J. Morais
• | Publisher: Routledge
• | Publication Date: Dec 14, 2017
• | Number of Pages: 170 pages
• | Language: English
• | Binding: Hardcover
• | ISBN-10: 0415899990
• | ISBN-13: 9780415899994