Brand Psychology: Consumer Perceptions, Corporate Reputations

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9780749471736: Brand Psychology: Consumer Perceptions, Corporate Reputations

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.

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Book Description:

Insights from cognitive psychology, social psychology and neuroscience reveal why we trust some brands more than others

From the Author:

Brand Psychology by Jonathan Gabay

Branded to death - Major new book exposes the power and the truth behind the most prestigious brands, and just how much they affect our lives. 

Every day, brands get inside our brains with a range of powerful psychological tricks which manipulate unsuspecting consumers into parting with their hard earned cash. But how do brands create such strong emotional attachments to us, and how do they come to resonate so strongly?

With over thirty years' experience, highly regarded brand expert, Jonathan Gabay has now published Brand Psychology to give us the answers. 

Written in a clear, concise style, Brand Psychology will comfortably sit on the shelves of academics, marketing departments, and anybody with even a passing curiosity into how we have all become so susceptible to the myriad of branding messages to which we are constantly exposed. Fearlessly written, the book exposes names and shames the brands whose desperate marketing ploys are keeping some dangerous truths out of the public domain. 

As our lives become increasingly intertwined with technology, Gabay explores how our data is used intrusively against us in the name of marketing. He shows us how this doesn't just affect us as consumers, but also our political choices - opening up powerful questions into the truth behind our democratic society. 

Brand Psychology demonstrates, with many lively examples and interviews with other field experts, just how widely our psychological tendencies are harnessed to create brand attachments to part us with our money. Did you know, for example, that children can often recognise a logo before they can talk? Or the reasons why sports supporters are so fanatical about brands? Or how psychology is deployed in pricing to ensure we select products which maximise profits for the manufacturer?

Brand Psychology demonstrates why we all should become more 'brand-aware', and teaches us how to spot when we are being manipulated, tricked, or just outright being lied to. Always illuminating, impressively researched and packed with relevant, contemporary examples, the book teaches us never just to trust what we are told - and exactly how to become more savvy consumers in our advertising bombarded lives. 
 
find out more brandunderstanding.com

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Gabay, Jonathan
ISBN 10: 0749471735 ISBN 13: 9780749471736
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Descrizione libro Paperback. Condizione libro: New. This item is printed on demand. Item doesn't include CD/DVD. Codice libro della libreria 7928393

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Gabay, Jonathan
Editore: Kogan Page Ltd (2015)
ISBN 10: 0749471735 ISBN 13: 9780749471736
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Descrizione libro Kogan Page Ltd, 2015. PAP. Condizione libro: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Codice libro della libreria KB-9780749471736

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ISBN 10: 0749471735 ISBN 13: 9780749471736
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Descrizione libro Kogan Page Ltd, United Kingdom, 2015. Paperback. Condizione libro: New. Language: English . Brand New Book. 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. Codice libro della libreria AA99780749471736

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Jonathan Gabay
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Descrizione libro Kogan Page Ltd, United Kingdom, 2015. Paperback. Condizione libro: New. Language: English . Brand New Book. 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. Codice libro della libreria AA99780749471736

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Descrizione libro Kogan Page, 2017. Paperback. Condizione libro: New. This item is printed on demand. Codice libro della libreria 0749471735

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Descrizione libro Kogan Page. PAPERBACK. Condizione libro: New. 0749471735 BRAND NEW, GIFT QUALITY! NOT OVERSTOCKS OR MARKED UP REMAINDERS! DIRECT FROM THE PUBLISHER!|1.3. Codice libro della libreria OTF-S-9780749471736

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Descrizione libro Kogan Page. Paperback. Condizione libro: New. Paperback. 288 pages. 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, with examples such as e-cigarette legislation, the London 2012 Olympics, the iPhone 5s fingerprint ID technology and Miley Cyrus. 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 brands survival--How can brand confidence be rebuilt during a crisisCombining practical, how-to advice on media relationships and crisis management, with an exploration of reputation psychology and consumer motivation, Brand Psychology reveals how to build a meaningful brand that resonates with the public. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Codice libro della libreria 9780749471736

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Descrizione libro Kogan Page 2015-03-03, London, 2015. paperback. Condizione libro: New. Codice libro della libreria 9780749471736

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Descrizione libro Kogan Page, 2015. Condizione libro: New. 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. . 2015. Paperback. . . . . . Codice libro della libreria V9780749471736

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