Brand Psychology: Consumer Perceptions, Corporate Reputations - Softcover

Gabay, Jonathan

Softcover

ISBN 10: 0749471735 ISBN 13: 9780749471736

Publisher: Kogan Page, 2015

Synopsis

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.

About this title

Review:

"Loyalty 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." (John Joe McGinley, Principal at Glassagh Consulting, for FT Adviser 2015-04-23)

"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." (Sally Hooton, The Global Marketing Alliance 2015-03-25)

"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." (John Ling, Chartered Institute of Marketing's Creative Communications Group Advisory Board 2015-03-27)

"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." (The Bookbag 2015-04-03)

"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?" (Malcolm Morley, author of Understanding Markets and Strategy 2015-04-24)

"Excellent!" (Anouk Pappers, Cool Brands People 2015-03-05)

"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." (Roger Dooley 2015-05-07)

"Brand Psychology... takes a very human approach to the implications of Big Data" (Smart Insights 2015-04-16)

Book Description:

Combines practical 'how to' advice in areas such as media relationships, crisis management and more with an exploration of reputation psychology and consumer motivation

Provides tools and techniques to internally and externally deal with a crisis situation that affects a brand's reputation

Presents a robust vision for modern brand reputation strategy

About this edition

• Publisher: Kogan Page
• Publication date: 2015
• ISBN 10: 0749471735
• ISBN 13: 9780749471736
• Binding: Paperback
• Edition number: 1
• Number of pages: 436