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Brand Psychology

Jonathan Gabay
€45.99
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A01=Jonathan Gabay
advertising psychology
Age Group_Uncategorized
Age Group_Uncategorized
applied neuroscience
Author_Jonathan Gabay
automatic-update
brand marketing
Category1=Non-Fiction
Category=JM
Category=KJS
Category=KJSC
Category=KJSP
consumer psychology
COP=United Kingdom
Delivery_Delivery within 10-20 working days
eq_bestseller
eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
Language_English
PA=Available
Price_€20 to €50
PS=Active
reputation management
softlaunch

Product details

  • ISBN 9780749471736
  • Weight: 660g
  • Dimensions: 156 x 234mm
  • Publication Date: 03 Mar 2015
  • Publisher: Kogan Page Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
  • Language: English
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Description

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.
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 by news media including CNN, ABC, BBC and Bloomberg.

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