The Language of Branding: Theory, Strategies and Tactics shows marketers how to use language successfully to improve brand value and influence consumer behavior

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 busine

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

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

Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic sta