Language of Branding

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.

"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

• List of Tables and FiguresAcknowledgmentsContributorsChapter 1: Why Brand Language MattersChapter 2: Brand Language FundamentalsChapter 3: The Brand StoryChapter 4: The Brand Language BriefChapter 5: The Language of Brand NamesChapter 6: The Language of Advertising ClaimsChapter 7: The Language of Packaging Chatper 8: The Language of Online and Offline Customer-Brand InteractionsChapter 9: Brand Language and Brand Management Glossary Index