Brand Psychology: Consumer Perceptions, Corporate Reputations

  • 6h 2m
  • Jonathan Gabay
  • Kogan Page
  • 2015

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.

About the Author

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).

In this Book

  • Believing is Not Seeing. Seeing is Believing
  • Lies, Excuses and Further Justifications for Inconvenient Truths
  • Brains, Brands, Bytes, Bolshevik Brawls and Teenage Tantrums
  • Cloud-High Reputations, Big Media Personalities and Bigger Data
  • Smoke and Mirroring
  • Rings of Confidence
  • Egg Whites, Whitewash and Snowflakes
  • Flattered Trusted Minds and Fluttery Trusting Hearts
  • Under the Influence
  • From Addictive Self-Interests to Interesting Selves
  • Brand Me
  • Maslow: Misunderstood?
  • The Church of Brand Ideology. Open for Redemption, 24/7
  • In the Spotlight
  • Can We Still Be Friends?
  • IDS and CEGOS
  • You Don’t Have to Be Mad to Work Here: Brand Leadership and Psychosis
  • Big Boys Don’t Cry
  • The Authentic Employer Brand
  • Brand Stories: Tell – Don’t Yell
  • Rhetoric, Rules, Reasoning
  • The Final Question First
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