The Language of Branding

  • By carabernstein
  • in
  • on May 8, 2019

Dawn Lerman, Professor of Marketing and Executive Director, Center for Positive Marketing of Fordham University Gabelli School of Business, joins us in just a few weeks for our CMO Retail East Assembly in Atlanta. Dawn will be moderating a number of sessions in our program including a discussion on connecting with your consumers through language. Her new book, The Language of Branding, is now available for purchase and Millennium Alliance subscribers have access to an exclusive promo code.

About The Language of Branding

The Language of Branding: Theory, Strategies and Tactics will teach you how to use language successfully to improve
brand value and influence consumer behavior. Taking a
multidisciplinary perspective on the ways language
influences how consumers act, the book shows how
understanding language processes impacts traditional
branding principles.

Table of Contents

Chapter 1: Why Brand Language Matters
Chapter 2: Brand Language Fundamentals
Chapter 3: The Brand Story
Chapter 4: The Brand Language Brief
Chapter 5: The Language of Brand Names
Chapter 6: The Language of Advertising Claims
Chapter 7: The Language of Packaging
Chapter 8: The Language of Online and Offline Customer-
Brand Interactions
Chapter 9: Brand Language and Brand Management

We are looking forward to Dawn’s session at our CMO Retail East Assembly.

Click here to order your copy today and use the promo code A004 for a 20% discount. Happy reading!

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