The Language of Branding: Theory, Strategies, and Tactics, 1st Edition (Paperback) book cover

The Language of Branding

Theory, Strategies, and Tactics, 1st Edition

By Dawn Lerman, Robert J. Morais, David Luna


160 pages | 44 B/W Illus.

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pub: 2017-12-13
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The Language of Branding: Theory, Strategies and Tactics shows marketers 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 engaged in market research, they show how understanding the power of language can impact the essence – and sales – of a brand. The book covers the fundamentals of brand language and applications for an array of marketing initiatives. Readers will learn why brand language matters, how language is used in marketing, and how to build a brand strategy that capitalizes on the richness and complexity of language.

This book includes real-world case histories that demonstrate vividly how brand language is created and exercises that enable both students of marketing and marketing professionals to apply the book’s concepts and stimulate class discussion. The Language of Branding: Theory, Strategies and Tactics can be used in a number of courses, including consumer behavior, branding, advertising, linguistics, and communications.


"This is a very clear, engaging, and thorough investigation of brand language. The authors include excellent real-world examples to illustrate concepts, discuss important managerial implications, and provide exercises that make the text highly useful for classes at both the undergraduate and graduate levels." — Tina Lowrey, HEC Paris, France

"The authors have managed a masterful balance between theoretical rigor and practical relevance and between tactical detail and big-picture strategic insight. Highly recommended to anyone interested in brand management or in the role of linguistics in commercial contexts." — Stefano Puntoni, Rotterdam School of Management, The Netherlands

"This is an important and approachable exploration of resonant communications in the 21st century marketplace. Dawn Lerman, Robert Morais and David Luna systematically assemble insightful, imaginatve and interdisciplinary approaches to help readers better understand culturally-situated relationships of people and of brands in contemporary society." — Max Boykoff, University of Colorado-Boulder, USA

Table of Contents

List of Tables and Figures



Chapter 1: Why Brand Language Matters

Chapter 2: Brand Language Fundamentals

Chapter 3: The Brand Story

Chapter 4: The Brand Language Brief

Chapter 5: The Language of Brand Names

Chapter 6: The Language of Advertising Claims

Chapter 7: The Language of Packaging

Chatper 8: The Language of Online and Offline Customer-Brand Interactions

Chapter 9: Brand Language and Brand Management



About the Authors

Dawn Lerman is Professor of Marketing and Executive Director of the Center for Positive Marketing at Fordham University’s Gabelli School of Business, where she also serves as Associate Dean for Graduate Studies.

Robert J. Morais is Principal Emeritus of Weinman Schnee Morais, USA, and an Adjunct Professor at Columbia Business School, USA. A trained anthropologist, he has 35 years of experience working in advertising and marketing research for a range of global businesses.

David Luna is Professor and Chair of the Aaronson Department of Marketing and International Business at Baruch College, City University of New York, USA.

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Advertising & Promotion
BUSINESS & ECONOMICS / Consumer Behavior
BUSINESS & ECONOMICS / Industries / Media & Communications Industries
LANGUAGE ARTS & DISCIPLINES / Composition & Creative Writing
LANGUAGE ARTS & DISCIPLINES / Linguistics / General
LANGUAGE ARTS & DISCIPLINES / Linguistics / Psycholinguistics
LANGUAGE ARTS & DISCIPLINES / Linguistics / Sociolinguistics