Brand Psychology: Consumer Perceptions, Corporate Reputations

ISBN-13: 9780749471736 / Angielski / Miękka / 2015 / 440 str.

Jonathan Gabay

Opis

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.

Recenzje

"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

Spis treści

• • 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

O autorze

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.