Brand Psychology

Brand Psychology

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Gabay, Jonathan Kogan Page Limited, 2015 Audio summary available
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IN THIS SUMMARY

Why do people trust some brands more than others? How are consumers making purchasing decisions with access to more information than ever before? Why does a crisis destroy one brand's reputation but not another's? Accurately answering such questions is vital to pursuing an effective brand strategy. In Brand Psychology, Jonathan Gabay draws on extensive classical and cutting-edge research in psychology and neuroscience to demonstrate how the vast tendencies of the human mind shape and become shaped by brands. He examines timeless strategies for boosting brand attachment, the challenges brands face in the Internet age, and how executives should respond to today's brand reputation crises.