BRAND PSYCHOLOGY: CONSUMER PERCEPTIONS, CORPORATE REPUTATIONS
Book ID/图书代码： 07682015B77910
English Summary/英文概要： 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.
Chinese Summary/中文概要： 为什么我们总是会更信任一些品牌？信誉度对于品牌的存亡到底有多重要？在诚信危机后，如何重建品牌信心？《品牌心理学》从社会心理学，认知心理学和神经科学的新新和经典的看法中揭示了某些品牌使我们更信任，也更愿意掏钱的原因。声誉管理权威人士詹娜森•加贝带领读者了解企业，政治和个人品牌对于消费心理的解读，这些解读可以建立一个品牌，也可以毁掉一个品牌。
《品牌心理学》非常适合市场，品牌和公共的专业人士，信誉管理的专家和学生等，詹娜森在书中举了很多实例，例如网上销售香烟立法，苹果5s的指纹识别技术，以巴克莱命名的自行车，伦敦2012奥林匹克运动会，麦莉•塞勒斯和英国国家健康服务中心的大数据来解读如何建立一个能使大众产生共鸣的有意义的品牌。（XAT）
Awards/获奖情况："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)
About the Author/作者介绍： 詹娜森•加贝是一位创意战略师，教育家和作家。他在创意领域已有30多年的工作经验，期间获得赞誉无数，在广告和市场领域具有领先地位。他与世界上非常知名的创意广告、市场、公关、媒体和教育机构合作过。詹娜森的作品在学术界广受赞誉，他的文案获奖无数，公司理念也常被新媒体引用，其中包括CNN, ABC, BBC和Bloomberg。
Jonathan Gabay is a creative strategist, educator and writer. His career spans three decades, during which time he has won various creative accolades and held several major advertising and marketing roles, including that of Group Creative Head at Saatchi and Saatchi Direct. He has worked with some of the most respected names in the world of creative advertising, marketing, PR, the media and education. Jonathan’s books are featured throughout academia, his copywriting has won awards and his business insights are regularly sought by news media including CNN, ABC, BBC and Bloomberg.
Format:
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：Rights Sold: English
原文第一章内容：暂无
手稿：暂无
大纲：暂无