Brand Psychology: Consumer Perceptions, Corporate Reputations
| Author | : | |
| Rating | : | 4.88 (547 Votes) |
| Asin | : | 0749479108 |
| Format Type | : | paperback |
| Number of Pages | : | 440 Pages |
| Publish Date | : | 2016-08-15 |
| Language | : | English |
DESCRIPTION:
He has held several major advertising and marketing roles, including being Group Creative Head at Saatchi and Saatchi Direct. He regularly contributes business insights to news media including CNN, ABC, BBC and Bloomberg, and he is a widely published author. His books include Make a Difference with Your Marketing (Hodder & Stoughton), Improve Your Copywriting (Teach Yourself Books), Soul Traders and Brand Messiah (Marshall Cavendish). . About the AuthorJonathan Gabay is a branding expert, creative strategist, educator and writer
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.
He has held several major advertising and marketing roles, including being Group Creative Head at Saatchi and Saatchi Direct. He regularly contributes business insights to news media including CNN, ABC, BBC and Bloomberg, and he is a widely published author. His books include Make a Difference with Your Marketing (Hodder & Stoughton), Improve Your Copywriting (Teach Yourself Books), Soul Traders and Bra
Autamme_dot_com said Very good. This is a massive, detailed book that seeks to lift the lid on the world of brand psychology, explaining why customers can be immensely loyal and trusting of certain brands, especially when seeded by positive vibes through corporate social responsibility and ethical transparency programmes.Make no mistake, this is not a quick read. Twenty-two detailed chapters cover this incredibly interesting world, as viewed from both customer and brand perspective. The science behind our behaviour is examined in minute detail, challenging along the way some pre