Overview
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.
Full Product Details
Author: Jonathan Gabay
Publisher: Kogan Page Ltd
Imprint: Kogan Page Ltd
Dimensions:
Width: 15.60cm
, Height: 2.40cm
, Length: 23.40cm
Weight: 0.660kg
ISBN: 9780749471736
ISBN 10: 0749471735
Pages: 440
Publication Date: 03 March 2015
Audience:
College/higher education
,
Professional and scholarly
,
Tertiary & Higher Education
,
Professional & Vocational
Format: Paperback
Publisher's Status: Active
Availability: In Print
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Reviews
Brand Psychology... takes a very human approach to the implications of Big Data * Smart Insights * 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 * Excellent! * Anouk Pappers, Cool Brands People * 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 * 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 * 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 * 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 * 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 *
""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 * ""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 * ""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 * ""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 * ""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 * ""Excellent!"" * Anouk Pappers, Cool Brands People * ""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 * ""Brand Psychology... takes a very human approach to the implications of Big Data"" * Smart Insights *
Author Information
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.
