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Brand Psychology: Consumer Perceptions, Corporate Reputations
Paperback
ISBN13: 9780749471736
Publisher: Kogan Page
Published: Mar 31 2015
Pages: 440
Weight: 1.30
Height: 0.90 Width: 6.10 Depth: 9.10
Language: English
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:
--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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