Brand Psychology: Consumer Perceptions, Corporate Reputations

by Jonathan Gabay

Overview

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.

Product Details

ISBN-13:	9780749479107
Publisher:	Kogan Page, Ltd.
Publication date:	03/29/2016
Pages:	440
Product dimensions:	6.40(w) x 9.30(h) x 0.70(d)

About the Author

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.

Table of Contents

** Chapter - 00: Introduction; ** Chapter - 01: Believing is not seeing. Seeing is believing; ** Chapter - 02: Lies, excuses and further justifications for inconvenient truths; ** Chapter - 03: Brains, brands, bytes, Bolshevik brawls and teenage tantrums; ** Chapter - 04: Cloud-high reputations, big media personalities and bigger data; ** Chapter - 05: Smoke and mirroring; ** Chapter - 06: Rings of confidence; ** Chapter - 07: Egg whites, whitewash and snowflakes; ** Chapter - 08: Flattered trusted minds and fluttery trusting hearts; ** Chapter - 09: Under the influence; ** Chapter - 10: From addictive self-interests to interesting selves; ** Chapter - 11: Brand me; ** Chapter - 12: Maslow: misunderstood?; ** Chapter - 13: The church of brand ideology. Open for redemption 24/7; ** Chapter - 14: In the spotlight; ** Chapter - 15: Can we still be friends?; ** Chapter - 16: IDs and CEGOs; ** Chapter - 17: You don’t have to be mad to work here: brand leadership and psychosis; ** Chapter - 18: Big boys don’t cry; ** Chapter - 19: The authentic employer brand; ** Chapter - 20: Brand stories: tell – don’t yell; ** Chapter - 21: Rhetoric, rules, reasoning; ** Chapter - 22: The final question first

Editorial Reviews

"Loyalty and retention have now become the cornerstones of modern sales and marketing and the winners of the future will be those brands that convince consumers they are not another 'me too' commodity but a trusted and valued 'us two' relationships. This... book... looks at topics such as neuroscience, psychotherapy and practical psychology....I would recommend this book to anyone involved in brand marketing, social media and business communications."

John Joe McGinley

"Brand Psychology - supported by research from some of the world's leading psychology, business and management authorities - explains how the most complex data-processing system ever created - the human mind - tries to make sense of modern 'sophisticated' marketing & the data that drives it. Gabay explains the importance for brands to understand the nuances of why people buy - or otherwise - using techniques that cannot be outsourced to data scientists."

The Global Marketing Alliance Sally Hooton

"Brand Psychology is unquestionably extensively researched, well explained, and supported with great case studies to illustrate the points being made. Gabay delivers an impressive, insight-filled and stimulating book that will change how you see the world around you and your own actions, and uncovers what is really driving consumer attitudes and behaviours."

Chartered Institute of Marketing's Creative Commu John Ling

"Brand Psychology... takes a very human approach to the implications of Big Data"

Smart Insights

"Excellent!"

Cool Brands People Anouk Pappers

"It is a very useful guide for managers to understand what they need to do, and what their organisation's brands need to address, to convince buyers of the values of their brands. It covers ethics, consumer perceptions, big data, online disinhibition, media relations, technology channels, the psychology of the modern CEO and the language of brand storytelling. It will challenge the reader at the end of each chapter with 'Mind Prompts'. Did you know that within the space of a generation, consumers' expectation reflex has truncated from 10 days to 10 minutes? Do you know why it's important to know?"

author of Understanding Markets and Strategy Malcolm Morley

"a very thorough and engaging book which will become a must-read for all those working in and with branding, as well as a fascinating book worth reading for anyone with an interest in business and branding."

The Bookbag

"an excellent detailed study of branding from both the brand and consumer perspective, backed up by case studies and advice from neuropsychologists, economists and industry participants."

Roger Dooley