The brand language brief: A pillar of sound brand strategy

Robert J. Morais and Dawn Lerman
Additional contact information
Robert J. Morais: Marketing Division Columbia Business School
Dawn Lerman: Center for Positive Marketing Gabelli School of Business Fordham University

Journal of Brand Strategy, 2019, vol. 8, issue 3, 265-281

Abstract: When carefully planned, language can be a strategic tool for managing a brand’s communication to target customers and for building brand equity. This paper explains how and why managers should conduct a brand language audit — a comprehensive inventory of the many and varied linguistic devices used by brands in the category — and then use the findings from the audit to develop a brand language brief. The brand language brief is like a blueprint for crafting a distinctive language for a brand. It ensures that a brand’s language aligns with a brand’s overall communications strategy; it guides development of the language that will be deployed throughout all of the brand’s marketing initiatives, including brand naming, claims, advertising, packaging, sales promotion, and even face-to-face and online interaction at the point of purchase. The authors argue that a strong brand language brief will help bring attention to a brand’s message, enhance message comprehension and memory, convey the desired brand personality and contribute to the formation of sustainable relationships with consumers. A brand language strategy will be a driving factor in a brand’s marketplace success.

Keywords: brief; strategy; marketing communications; brand language (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/5329/download/ (application/pdf)
https://hstalks.com/article/5329/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2019:v:8:i:3:p:265-281

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().