About this product

Product Information

Revealing the hidden processes behind why certain brands command our loyalty and trust, Brand Psychology looks at how to build up a positive brand image through Corporate Social Responsibility and ethical transparency. Reputation management authority Jonathan Gabay takes readers on a tour of the corporate, political and personal brands whose understanding of consumer psychology has either built or broken them. He answers key questions about brand and reputation management, including: --Why do we trust some brands more than others? --How important is integrity for a brand's survival? --How can brand confidence be rebuilt during a crisis? Using case studies and tips from respected neuropsychologists, economists, and IT, advertising, PR, and industry leaders, Brand Psychology turns theory into practical methodologies to help build meaningful, highly respected brands.

Product Identifiers

PublisherKogan Page, The Limited

ISBN-100749471735

ISBN-139780749471736

eBay Product ID (ePID)202463989

Product Key Features

Number of Pages440 Pages

LanguageEnglish

Publication NameBrand Psychology : Consumer Perceptions, Corporate Reputations

Publication Year2015

SubjectMarketing / General, Consumer Guides, Consumer Behavior, Public Relations

TypeNot Available

Subject AreaBusiness & Economics, Référence

AuthorJonathan Gabay

FormatTrade Paperback

Dimensions

Item Height0.9 in

Item Weight23 Oz

Item Length9.2 in

Item Width6.1 in

Additional Product Features

Edition Number2

LCCN2015-040202

Dewey Edition23

ReviewsLoyalty and retention have now become the cornerstones of modern sales and marketing and the winners of the future will be those brands that convince consumers they are not another 'me too' commodity but a trusted and valued 'us two' relationships. This... book... looks at topics such as neuroscience, psychotherapy and practical psychology....I would recommend this book to anyone involved in brand marketing, social media and business communications., Brand Psychology is unquestionably extensively researched, well explained, and supported with great case studies to illustrate the points being made. Gabay delivers an impressive, insight-filled and stimulating book that will change how you see the world around you and your own actions, and uncovers what is really driving consumer attitudes and behaviours., Brand Psychology - supported by research from some of the world's leading psychology, business and management authorities - explains how the most complex data-processing system ever created - the human mind - tries to make sense of modern 'sophisticated' marketing & the data that drives it. Gabay explains the importance for brands to understand the nuances of why people buy - or otherwise - using techniques that cannot be outsourced to data scientists., a very thorough and engaging book which will become a must-read for all those working in and with branding, as well as a fascinating book worth reading for anyone with an interest in business and branding., It is a very useful guide for managers to understand what they need to do, and what their organisation's brands need to address, to convince buyers of the values of their brands. It covers ethics, consumer perceptions, big data, online disinhibition, media relations, technology channels, the psychology of the modern CEO and the language of brand storytelling. It will challenge the reader at the end of each chapter with 'Mind Prompts'. Did you know that within the space of a generation, consumers' expectation reflex has truncated from 10 days to 10 minutes? Do you know why it's important to know?, an excellent detailed study of branding from both the brand and consumer perspective, backed up by case studies and advice from neuropsychologists, economists and industry participants.

IllustratedYes

Dewey Decimal808.06/665

Intended AudienceCollege Audience

Lc Classification NumberHf5415.1255

Table of Content** Chapter - 00: Introduction; ** Chapter - 01: Believing is not seeing. Seeing is believing; ** Chapter - 02: Lies, excuses and further justifications for inconvenient truths; ** Chapter - 03: Brains, brands, bytes, Bolshevik brawls and teenage tantrums; ** Chapter - 04: Cloud-high reputations, big media personalities and bigger data; ** Chapter - 05: Smoke and mirroring; ** Chapter - 06: Rings of confidence; ** Chapter - 07: Egg whites, whitewash and snowflakes; ** Chapter - 08: Flattered trusted minds and fluttery trusting hearts; ** Chapter - 09: Under the influence; ** Chapter - 10: From addictive self-interests to interesting selves; ** Chapter - 11: Brand me; ** Chapter - 12: Maslow: misunderstood?; ** Chapter - 13: The church of brand ideology. Open for redemption 24/7; ** Chapter - 14: In the spotlight; ** Chapter - 15: Can we still be friends?; ** Chapter - 16: IDs and CEGOs; ** Chapter - 17: You don't have to be mad to work here: brand leadership and psychosis; ** Chapter - 18: Big boys don't cry; ** Chapter - 19: The authentic employer brand; ** Chapter - 20: Brand stories: tell - don't yell; ** Chapter - 21: Rhetoric, rules, reasoning; ** Chapter - 22: The final question first

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Brand Psychology : Consumer Perceptions, Corporate Reputations by Jonathan Gabay (2015, Trade Paperback)