Brand Psychology

Consumer Perceptions, Corporate Reputations
Re-issue
ISBN: 978-0-7494-7910-7
Verlag: Kogan Page

Buch, Englisch, 440 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 822 g

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 both new and classic insights from social psychology, cognitive psychology and neuroscience, Brand Psychology reveals the hidden processes behind why certain brands command our loyalty, trust and - most importantly - disposable income. 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. Suitable for marketing, branding and PR professionals, reputation management specialists and students, Brand Psychology takes examples from e-cigarette legislation, the iPhone 5S's fingerprint ID technology, Barclays' branded bikes and the London 2012 Olympics, Miley Cyrus and the UK National Health Service's big data to reveal how to build a meaningful brand that resonates with the public.

Autoren/Hrsg.

Gabay, Jonathan

Fachgebiete

• Sozialwissenschaften Psychologie Psychologische Disziplinen Umwelt-, Konsum- und Werbepsychologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• • 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

Über Autor(innen)

Gabay, Jonathan
Jonathan Gabay is a creative strategist, educator and writer. His career spans three decades, during which time he has held several major advertising and marketing roles, including that of Group Creative Head at Saatchi and Saatchi Direct. He has worked with some of the most respected names in the world of creative advertising, marketing, PR, the media and education. Jonathan's books are featured throughout academia and his business insights are regularly sought by news media including CNN, ABC, BBC and Bloomberg.

Jonathan Gabay is a creative strategist, educator and writer. He has held several major advertising and marketing roles, including that of Group Creative Head at Saatchi and Saatchi Direct, where he worked with some of the most respected names in creative advertising, marketing, PR, the media and education. His books and business insights are featured throughout academia and regularly sought by news media including CNN, ABC, BBC and Bloomberg.