PDF Ebook Brand Psychology: Consumer Perceptions, Corporate Reputations, by Jonathan Gabay
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Brand Psychology: Consumer Perceptions, Corporate Reputations, by Jonathan Gabay
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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.
- Sales Rank: #1597511 in Books
- Published on: 2015-03-28
- Original language: English
- Number of items: 1
- Dimensions: 9.21" h x .89" w x 6.14" l, 2.20 pounds
- Binding: Paperback
- 440 pages
Review
Marketing, branding and PR professionals; MBA level PR and Branding students; reputation management specialists
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
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).
Most helpful customer reviews
1 of 1 people found the following review helpful.
Very good
By Autamme_dot_com
This is a massive, detailed book that seeks to lift the lid on the world of brand psychology, explaining why customers can be immensely loyal and trusting of certain brands, especially when seeded by positive vibes through corporate social responsibility and ethical transparency programmes.
Make no mistake, this is not a quick read. Twenty-two detailed chapters cover this incredibly interesting world, as viewed from both customer and brand perspective. The science behind our behaviour is examined in minute detail, challenging along the way some preconceptions and common understandings. All of this knowledge is backed up by case studies and advice from neuropsychologists, economists and industry participants.
If there is one criticism it is just that the book can be too overwhelming. You have to put it down, take a break and continue at a later stage. The poor old brain just can’t cope with this flood of information within a long-march sequential read, so the book being broken down into so many chapters is a good thing. A very detailed index at the end also helps the reader, so you can deep-dive into the book to find a piece of specific information as you wish. It appears that the book doesn’t include citations and further reading suggestions as would benefit a reference book suitable for academic research (although this was a pre-release review book but there was no suggestion that such a chapter was “to follow”.)
The book’s internal design and navigational elements left a fair bit to be desired. It seemed to be a bit of an unorthodox mix that did not really help the reader. With a book of this size and complexity, each and every aid should be seized upon with gusto.
Yet considering the material covered, the author has done a great job and produced a highly informative, interesting, enjoyable and addictive book.
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