The Language of Branding

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

"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."
— Student at Boston College after AEF sent speakers from DigitasLBi