ISBN 9780749471736,Brand Psychology Consumer Perceptions, Corporate Reputations

Brand Psychology Consumer Perceptions, Corporate Reputations


Owen Jo Owen


Kogan Page



Kogan Page

Publication Year 2015

ISBN 9780749471736

ISBN-10 0749471735


Number of Pages 288 Pages
Language (English)

Business & management

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.