Brand Psychology: Consumer Perceptions, Corporate Reputations

3,83 valoración promedio
( 6 valoraciones por GoodReads )
 
9780749471736: Brand Psychology: Consumer Perceptions, Corporate Reputations
Review:

"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." ( Sally Hooton, The Global Marketing Alliance 2015-03-25)

"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." ( John Ling, Member of the Chartered Institute of Marketing's Creative Communications Group Advisory Board 2015-03-27)

"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, Principal at Glassagh Consulting, for FT Adviser 2015-04-23)

"this is 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 2015-04-03)

From the Publisher:

Consumer trust is at an all time low. Through over exposure to tired strategies executed by rote rather than reason, consumers have become indifferent and immune to traditional marketing and PR.

Brand Authenticity replaces the old model with a people and deed based approach rather than purely price lead mechanics. It is designed for a commercial world obliged to struggle with the ever increasing possibility of threats to reputations, be they commercially/economically activated, socially lead or politically lead risks.

Created from the roots up to resonate with consumers, suppliers, distributors and employees. It helps build bridges with the media, instills confidence in corporations and so constructs communities of belief that empower individual purpose and values in a world looking for acceptance, recognition and the credible.

Drawing on new thinking as well as classical approaches, this ground breaking book explores the psychology of reputational management, from brand trust, to addressing consumer behaviors through neuro-persuasion and remodeling.

Encompassing planning and coordinating global reputational crisis models, to handling a brand's media 24/7 this book tackles global issues surrounding ethics, international cultures, neuro-branding and psychology.

As a reliable practical manual it delivers hands on strategies and tactics on addressing both the socially connected press as well traditional media channels.

"Sobre este título" puede pertenecer a otra edición de este libro.

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Gabay, Jonathan
ISBN 10: 0749471735 ISBN 13: 9780749471736
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Gabay, Jonathan
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Descripción Kogan Page Ltd, United Kingdom, 2015. Paperback. Estado de conservación: New. 233 x 154 mm. Language: English . Brand New Book. 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. Nº de ref. de la librería AA99780749471736

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Descripción Kogan Page Ltd, United Kingdom, 2015. Paperback. Estado de conservación: New. 233 x 154 mm. Language: English . Brand New Book. 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. Nº de ref. de la librería AA99780749471736

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Descripción Kogan Page, 2015. Estado de conservación: New. Brand Psychology combines insights from cognitive psychology, social psychology and neuroscience to reveal why we trust some brands more than others and why some brands can weather crises while others cannot. Num Pages: 440 pages, black & white illustrations. BIC Classification: JM; KJS. Category: (G) General (US: Trade). Dimension: 235 x 156 x 25. Weight in Grams: 658. . 2015. Paperback. . . . . . Nº de ref. de la librería V9780749471736

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Descripción Kogan Page Ltd. Paperback. Estado de conservación: new. BRAND NEW, Brand Psychology: Consumer Perceptions, Corporate Reputations, Jonathan Gabay, 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. Nº de ref. de la librería B9780749471736

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Descripción Kogan Page, 2015. Estado de conservación: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Brand Psychology combines insights from cognitive psychology, social psychology and neuroscience to reveal why we trust some brands more than others and why some brands can weather crises while others cannot. Nº de ref. de la librería ABE_book_new_0749471735

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