Jonathan Gabay

Brand Psychology

Consumer Perceptions, Corporate Reputations

• Gebundenes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 440
• Erscheinungstermin: 11. April 2016
• Englisch
• Abmessung: 240mm x 161mm x 28mm
• Gewicht: 822g
• ISBN-13: 9780749479107
• ISBN-10: 0749479108
• Artikelnr.: 44941702

Autorenporträt

Jonathan Gabay is a branding expert, creative strategist, educator and writer. 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).

Inhaltsangabe

IN THE LEFT LOBE
Introduction
1: Believing is not seeing, seeing is believing
2: Lies, excuses and further justifications for inconvenient truths
3: Brains, brands, bytes, Bolshevik brawls and teenage tantrums
4: Cloud-high reputations, big media personalities and bigger data
5: Smoke and mirroring
6: Rings of confidence
7: Egg whites, whitewash and snowflakes
8: Flattered trusted minds and fluttery trusting hearts
9: Under the influence
10: From addictive self-interests to interesting selves
11: Brand me
12: Maslow: misunderstood?
13: The Church of Brand Ideology. Open for redemption 24/7
IN THE RIGHT LOBE
Introduction
14: In the spotlight
15: Can we still be friends?
16: Ids and cegos
17: You don't have to be mad to work here: Brand leadership and psychosis
18: Big boys don't cry
19: The authentic employer brand
20: Brand stories: Tell - don't yell
21: Rhetoric, rules, reasoning
22: The final question first

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• • 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

Rezensionen

"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