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

The Language of Branding

Theory, Strategies and Tactics

By Dawn Lerman, Robert J. Morais, David Luna

© 2018 – Routledge

176 pages | 44 B/W Illus.

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Paperback: 9780415806749
pub: 2017-12-20
Available for pre-order
Hardback: 9780415899994
pub: 2017-12-20
Available for pre-order

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The Language of Branding: Theory, Strategies and Tactics will teach marketing students 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. Students will learn why brand language matters, how language is used in marketing, and how to build a brand strategy that exploits 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 students 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.

Table of Contents

Part 1: Language and Branding 1. Why Study Language? 2. What Does Branding Mean? Part 2: Linguistics: Dissecting Language 3. Phonetics and Phonology 4. Morphology 5. Syntax 6. Semantics Part 3: Psycholinguistics: Language Inside the Mind 7. What is Psycholinguistics? 8. Attention, Comprehension and Memory 9. Text Processing 10. Researching Psycholinguistics Part 4: Sociolinguistics: Language Between People 11. What is Sociolinguistics? 12. Societal Multilingualism 13. Language Choice 14. Researching Sociolinguistics Part 5: Semiotics: Creating Meaning Through Language 15. What is Semiotics? 16. Rhetoric in Brand Communications 17. Researching Semiotics. Appendix: Integrative Cases

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 of Marketing 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