Brand Psychology

ISBN-13: 9781032373768 / Twarda / 2023 / 352 str.

Laura Busche

Opis

Brand Psychology brings together theory and practice from the fields of psychology, design, and marketing to demystify the brand development process. It explores the behavioral science behind brand building, looking at the psychological principles at play whenever a brand is built and communicated.

Spis treści

Introduction

Chapter 1: Welcome to the world of branding

Chapter 2: Defining "Brand"

Chapter 3: Brand equity & management

Section 1 Introduction: Story

Chapter 4: Brand Story

Chapter 5: Self-brand identification

Chapter 6: Research, segmentation, and personas

Chapter 7: Associations & positioning

Chapter 8: Naming

Chapter 9: Pricing

Chapter 10: Personality & voice

Section 2 Introduction: Symbols

Chapter 11: The Brandverse

Chapter 12: Visual perception

Chapter 13: Logo design

Chapter 14: Typography

Chapter 15: Color

Chapter 16: Applications, packaging and systems

Section 3 Introduction: Strategy

Chapter 17: Building strong brand relationships

Chapter 18: Understanding channels

Chapter 19: Designing memorable brand experiences

Chapter 20: Brand portfolio management: extensions, architecture & rebranding

Chapter 21: Brand intelligence

Conclusion

O autorze

Laura Busche is a Colombo-German brand strategist helping companies in the public and private sectors bring their message to life with a compelling brand story, memorable visual symbols, and a bold communication strategy. Busche holds a doctoral degree in Psychology, a master’s degree in Design Management and is a Bachelor of Science in Business Administration. Her client list has included Dribbble, Creative Market, Webflow, Domestika, Magmic, Grubbrr, Littledata, among many others.