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Brand Psychology: Consumer Perceptions, Corporate Reputations

Jonathan Gabay

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Description for Brand Psychology: Consumer Perceptions, Corporate Reputations Paperback. Brand Psychology combines insights from cognitive psychology, social psychology and neuroscience to reveal why we trust some brands more than others and why some brands can weather crises while others cannot. Num Pages: 440 pages, black & white illustrations. BIC Classification: JM; KJS. Category: (G) General (US: Trade). Dimension: 235 x 156 x 25. Weight in Grams: 658.
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 ... Read more

Product Details

Publisher

Kogan Page Ltd

Format

Paperback

Publication date

2015

Condition

New

Number of Pages

440

Place of Publication

London, United Kingdom

ISBN

9780749471736

SKU

V9780749471736

Shipping Time

Usually ships in 7 to 11 working days

Ref

99-50

About Jonathan Gabay

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 ... Read more

Reviews for Brand Psychology: Consumer Perceptions, Corporate Reputations

"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 ... Read morein 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
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Brand Psychology: Consumer Perceptions, Corporate Reputations

Jonathan Gabay

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