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The Language of Branding

The Language of Branding
Author: Dawn Lerman
Publisher: Routledge
Total Pages: 165
Release: 2017-12-14
Genre: Business & Economics
ISBN: 1136494324
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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.

Research Companion to Language and Country Branding

Research Companion to Language and Country Branding
Author: Irene Theodoropoulou
Publisher: Routledge
Total Pages: 399
Release: 2020-11-16
Genre: Foreign Language Study
ISBN: 1000214400
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Research Companion to Language and Country Branding brings together entirely new interdisciplinary research conducted by scholars working on various sociolinguistic, semiotic, anthropological and discursive analytical aspects of country branding all over the world. Branding is a process of identity construction, whereby countries gain visibility and put themselves on the world map as distinctive entities by drawing on their history, culture, economy, society, geography, and their people. Through branding, countries aim not only at establishing their uniqueness but also, and perhaps most importantly, at attracting tourism, investments, high quality human capital, as well as at forging financial, military, political and social alliances. Against this backdrop, this volume explores how countries and regions imagine and portray others and themselves in terms of gender, ethnicity, and diversity today as well as the past. In this respect, the book examines how branding differs from other, related policies and practices, such as nation building, banal nationalism, and populism. This volume is an essential reference for students, researchers, and practitioners with an interest in country, nation, and place branding processes.

The Language of Branding

The Language of Branding
Author: John F. Gaski
Publisher:
Total Pages: 0
Release: 2010
Genre: Branding (Marketing)
ISBN: 9781616685942
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The concept of branding is one of the most important, familiar, and useful in modern commerce and marketing. One important feature of "Branding in Commerce and Marketing" is the fresh look at branding architecture (i.e.: alternative brand naming strategies, along with proposals for making brand structuring and interpretation more coherent). This book dissects some vexing conceptual and even semantic issues surrounding the venerable word "brand" itself and explores the usefulness of the conception of branding.

Brand Naming

Brand Naming
Author: Rob Meyerson
Publisher: Business Expert Press
Total Pages: 233
Release: 2021-12-14
Genre: Business & Economics
ISBN: 1637421567
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You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn: What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.

Branding Books Across the Ages

Branding Books Across the Ages
Author: Helleke van den Braber
Publisher: Amsterdam University Press
Total Pages: 372
Release: 2021-04-20
Genre: Business & Economics
ISBN: 9048544408
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As marketing specialists know all too well, our experience of products is prefigured by brands: trademarks that identify a product and differentiate it from its competitors. This process of branding has hitherto gained little academic discussion in the field of literary studies. Literary authors and the texts they produce, though, are constantly 'branded': from the early modern period onwards, they have been both the object and the initiator of a complex marketing process. This book analyzes this branding process throughout the centuries, focusing on the case of the Netherlands. To what extent is our experience of Dutch literature prefigured by brands, and what role does branding play when introducing European authors in the Dutch literary field (or vice versa)? By answering these questions, the volume seeks to show how literary scholars can account for the phenomenon of branding.

The Brand of Print

The Brand of Print
Author: Andie Silva
Publisher: BRILL
Total Pages: 260
Release: 2019-10-01
Genre: History
ISBN: 9004410244
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The Brand of Print uses contemporary marketing theory to analyze prefaces, dedications, and other paratexts authored by early English printers, publishers, and booksellers as a unique genre, showcasing how these "print agents" developed niche markets by building relationships with readers.

Building a StoryBrand

Building a StoryBrand
Author: Donald Miller
Publisher: HarperCollins Leadership
Total Pages: 241
Release: 2017-10-10
Genre: Business & Economics
ISBN: 0718033337
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More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.

How Brands Become Icons

How Brands Become Icons
Author: D. B. Holt
Publisher: Harvard Business Press
Total Pages: 282
Release: 2004-09-15
Genre: Business & Economics
ISBN: 1422163326
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Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

The Language of Brands

The Language of Brands
Author: Robert Bailey
Publisher:
Total Pages: 211
Release: 2020-01-13
Genre:
ISBN: 9781659765632
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There's a new rule in marketing: brands must speak to consumers using their language. The Language of Brands is about how the largest and most successful businesses use language to connect with consumers. It's about how the words marketers use do more than just share simple messages. Why are some writers good and others bad? Why has content become such a central part of the marketing machine?The Language of Brands looks at businesses that have successfully mastered their language to great effect. The brand that conquered Christmas and became a part of December canon, the brand whose very name instantly brings with it a sense of motivation and potential, and the brand whose language did more for the diamond industry than a sparkling stone ever could.The Language of Brands reveals why when we look at billboards and webpages - and whatever other channels businesses market to us through - we read what we read, see what we see, and feel what we feel.