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.
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