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Brand Psychology - Consumer Perceptions, Corporate Reputations (Paperback)
Loot Price: R1,029
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Brand Psychology - Consumer Perceptions, Corporate Reputations (Paperback)
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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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