The language of branding : theory, strategies, and tactics

Dawn Lerman, Robert J. Morais, and David Luna

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.

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Year of publication:	2018
Authors:	Lerman, Dawn ; Morais, Robert J. ; Luna, David
Publisher:	New York : Routledge Taylor & Francis Group
Subject:	Marketing \| Markenführung \| Brand management \| Werbesprache \| Markenname

Extent:	1 Online-Ressource (x, 160 Seiten) Illustrationen
Type of publication:	Book / Working Paper
Language:	English
Notes:	Literaturangaben
ISBN:	978-0-203-13969-1 ; 978-0-415-80674-9 ; 978-0-415-89999-4 ; 978-1-136-49428-4
Other identifiers:	10.4324/9780203139691 [DOI]
Classification:	Gruppensprachen, Fachsprachen, Sondersprachen ; Einzelne Sprachen und Literaturen allgemein
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://ebvufind01.dmz1.zbw.eu/10013180566