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Opis

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.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: Brand Psychology
• Podtytuł: Consumer Perceptions, Corporate Reputations
• Autor: Jonathan Gabay
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 440
• EAN: 9780749471736
• ISBN: 0749471735
• ID: 08020517
• Wydawca: Kogan Page Ltd
• Waga: 682 g
• Wymiary: 235 × 156 × 25 mm
• Data wydania: 03. March 2015

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