Brand Psychology ─ Consumer Perceptions, Corporate Reputations

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 5'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.

Jonathan Gabay is a branding expert, creative strategist, educator and writer. He has held several leading major advertising and marketing roles, including being Group Creative Head at Saatchi and Saatchi Direct. He regularly contributes business journalism insights to news media including CNN, ABC, BBC and Bloomberg, and he is a widely published author. His books include Make a Difference with Your Marketing (Hodder & Stoughton), Improve Your Copywriting (Teach Yourself Books), Soul Traders and Brand Messiah (Marshall Cavendish).