Brand psychology : consumer perceptions, corporate reputations / Jonathan Gabay.

By:

Gabay, Jonathan

Material type: Text

TextDescription: 430 pages ; illustrations : 24 cmISBN:

9780749471736 (paperback)
0749471735 (paperback)

Subject(s):

DDC classification:

658.827 GAB

Contents:

In the Left Lobe. Beliieving is not seeing, seeing is believing -- Lies, excuses and further justifications for inconvenient truths -- Brains, brands, bytes, Bolshevik brawls and teenage tantrums -- Cloud-high reputatiuons, big media personalities and bigger data -- Smoke and mirroring -- Rings of confidence -- Egg whites, whitewash and snowflakes -- Flattered trusted minds and fluttery trusting hearts -- Under the influence -- From addictive self-interests to interesting selves -- Brand me -- Maslow: misunderstood? -- The Church of Brand Ideology: open for redemption, 24/7 --

In the Right Lobe. In the spotlight -- Can we still be friends? -- Ids and CEgOs -- You don\'t have to be mad to work here: brand leadershi[ and psychosis -- Big boys don\'t cry -- The authentic employer brand -- Brand stories: tell, don\'t yell -- Rhetoric, rules, reasoning -- The final question first .

Summary: 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, with examples such as e-cigarette legislation, the London 2012 Olympics, the iPhone 5S\'s fingerprint ID technology and Miley Cyrus.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?Combining practical, how-to advice on media relationships and crisis management, with an exploration of reputation psychology and consumer motivation, Brand Psychology reveals how to build a meaningful brand that resonates with the public-- Provided by publisher.Summary: 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--Provided by publisher.

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Standard Loan	Clonmel Library Main Collection	658.827 GAB (Browse shelf(Opens below))	1	Available		39002100532879

Enhanced descriptions from Syndetics:

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.

Includes bibliographical references and index.

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, with examples such as e-cigarette legislation, the London 2012 Olympics, the iPhone 5S\'s fingerprint ID technology and Miley Cyrus.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?Combining practical, how-to advice on media relationships and crisis management, with an exploration of reputation psychology and consumer motivation, Brand Psychology reveals how to build a meaningful brand that resonates with the public-- Provided by publisher.

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--Provided by publisher.

Table of contents provided by Syndetics

Left Lobe
Chapter 1 Introduction
Chapter 2 Lies, excuses and further justifications for inconvenient truths
Chapter 3 Brains, brands, bytes and Bolshevik brawls
Chapter 4 Getting to know you - from reputation in the cloud to big data on chips
Chapter 5 Smoke and mirroring
Chapter 6 Rings of confidence
Chapter 7 Egg whites, white wash and Snow flakes
Chapter 8 Flattered trusted minds and fluttery trusting hearts
Chapter 9 Under the influence
Chapter 10 Believing is not seeing. Seeing is believing
Chapter 11 From addictive self-interest to interesting selves
Chapter 12 Brand me
Chapter 13 Maslow - misunderstood?
Chapter 14 The Church of Brand Ideology: open for redemption, 24/7 Right Lobe
Chapter 15 In the spotlight
Chapter 16 Can we still be friends?
Chapter 17 Oh Lord it's hard to be humble when you're perfect in every way
Chapter 18 The cold-hearted wolf thrives on warm-blooded sheep
Chapter 19 Big boys don't cry
Chapter 20 The authentic employer brand
Chapter 21 Brand stories - tell, don't yell
Chapter 22 Rhetoric rules reasoning
Chapter 23 The final question first

Author notes provided by Syndetics

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.