ABSTRACT
This chapter discusses the importance of actively managing a brand's language. It reviews what the language of branding has covered. It shows the distinction between strategic and tactical use of brand language. The chapter also discusses why a brand's language must demonstrate its marketplace potential with testing before launch and measure its in-market performance with careful tracking, and that brand language can, and often must, evolve. It deals with several steps, a brand manager should take to ensure that the language of the brand for which he or she is responsible is conceptually sound and effective in the consumer marketplace. Active management of a brand's language also requires keeping on top of the language currently in use among consumers within a target market and within society in general. The chapter also presents some closing thoughts on the key concepts discussed in the preceding chapters of this book.
