Brand Psychology: Consumer Perceptions, Corporate Reputations

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.

• | Author: Jonathan Gabay
• | Publisher: Kogan Page
• | Publication Date: Mar 29, 2016
• | Number of Pages: 440 pages
• | Language: English
• | Binding: Hardcover/Business & Economics
• | ISBN-10: 0749479108
• | ISBN-13: 9780749479107