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The language of branding : theories, strategies and tactics / Dawn Lerman, Robert J. Morais, and David Luna

By: Contributor(s): Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Publisher: New York : Routledge, 2018Description: 1 Online-RessourceISBN:
  • 0203139690
  • 9780203139691
Subject(s): Additional physical formats: 0415806747. | 9780415806749. | 0415899990. | 9780415899994. | Erscheint auch als: The language of branding. Druck-Ausgabe New York : Routledge, Taylor & Francis Group, 2018. x, 160 SeitenDDC classification:
  • 658.8/27
RVK: RVK: ET 550LOC classification:
  • HF5415.1255
Online resources: Summary: Acknowledgements -- Why brand language matters -- Brand language fundamentals -- The brand story -- The brand language brief -- The language of brand names -- The language of advertising claims -- The language of packaging -- The language of online and offline customer-brand interactions -- Brand language and brand management -- Glossary -- IndexPPN: PPN: 1014219124Package identifier: Produktsigel: ZDB-4-NLEBK
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