The Language of Branding

By Dawn Lerman, Robert J. Morais and David Luna

The Language of Branding will teach marketing students how to use language successfully to improve brand value and influence consumer behavior. This chapter includes real-world examples such as Centrum, Starbucks and Olay to demonstrate how brand language is created and used in messaging.

Read Chapter 3: The Brand Story

AEF thanks the authors and Routledge publishers for their permission to share this excerpt with aef.com users. To purchase the book, visit Amazon.com.

Book Excerpts

Overview

"Our future marketing and advertising leaders are not just looking for a job, they are looking for a meaningful career that will make a positive impact on society."

— Gord McLean, President and CEO at ANA Educational Foundation