- Libreria
- >
- Libri in lingua
- >
Brand Psychology - 9780749471736
Un libro in lingua di Jonathan Gabay edito da Kogan Page Ltd, 2015
- € 29.90
- Il prezzo è variabile in funzione del cambio della valuta d’origine
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.
Informazioni bibliografiche
- Titolo del Libro in lingua: Brand Psychology
- Sottotitolo: Consumer Perceptions, Corporate Reputations
- Lingua: English
- Autore: Jonathan Gabay
- Editore: Kogan Page Ltd
- Collana: Kogan Page Ltd (Paperback)
- Data di Pubblicazione: 28 Marzo '15
- Genere: BUSINESS and ECONOMICS
- Pagine: 430
- Dimensioni mm: 228 x 152 x 0
- ISBN-10: 0749471735
- EAN-13: 9780749471736