Download or read book The Language of Branding written by Dawn Lerman and published by . This book was released on 2017-03-31 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 -- Index