Language of Branding - Lerman, Dawn (Fordham University, USA) a Morais, Robert J. (Weinman Schnee Morais, Inc., USA) a Luna, David (City University of New York, USA)

This book helps readers to use language to improve brand value and influence consumer behavior. Students will learn why brand language matters in marketing, and how to build a brand strategy that exploits the richness and complexity of language.