The Language of Branding

The Language of Branding: Theory, Strategies, and Tactics will teach you how to use language successfully to improve brand value and influence consumer behavior.

Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist in market research, they describe and apply principles from four fields of study:

‧ the structure and meaning of language;
‧ how humans acquire, use and understand language;
‧ how social setting impacts language use; and
‧ the signs and symbols that make up communication

The strengths of each of these approaches are combined into a solid theory of creating brand value. The book shows how understanding language functions, like the sounds or meanings of words, impacts on traditional branding principles, like brand awareness. They recommend specific steps for building a sound brand strategy based on exploiting the richness and complexity of language.

This book includes exercises to stimulate class discussion of the theories, and cases to help you apply these theories in practice. The Language of Branding can be used on a number of courses, including consumer behavior, branding and advertising, linguistics, and communications.

Dawn Lerman is Area Chair in Marketing and Associate Professor of Marketing at Fordham University, USA.

David Luna is Professor of Marketing at Baruch College, City University of New York, USA.

Robert J. Morais is a Principal at Weinman Schnee Morais, Inc, USA, with twenty five years of experience in the advertising industry.