Tune in to today’s podcast episode featuring Author, Professor and Executive Director of The Center For Positive Marketing at Gabelli School of Business at Fordham University, Dawn Lerman. We had the chance to chat about how she got her start in the marketing world and why she is one of few researchers focusing on the language of branding.
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Good news! Millennium Alliance listeners also get a special discount code to purchase Dawn’s book, The Language of Branding. Click here and enter the discount code A004 for 20% off!
About The Book
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.
About Dawn Lerman
Dr. 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 studies the impact of words and other aspects of language on brand perceptions, consumer-brand relationships and memory for brands. Dawn’s book The Language of Branding: Theories, Strategies and Tactics shows marketers how to use language successfully to improve brand value and influence consumer behavior.
A former associate dean, Dawn transformed pedagogy within the Gabelli School by expanding technology-enabled teaching and experiential learning opportunities for MBA and MS students. She has developed and led trips to Argentina, China and the United Kingdom to immerse students in the social, cultural, political and historical context of business, and delivered workshops and seminars to executives in the United States and abroad. Her research has been published in many top academic journals including the Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Interactive Marketing, and in several books.
Dawn serves on the editorial review boards of the Journal of Business Research and the International Marketing Review, and is an active member of the board of directors of the ANA Educational Foundation (AEF).
She holds a Ph.D. from the City University of New York, an MBA from New York University’s Leonard N. Stern School of Business and a BA in French language and literature from Brandeis University.