Brand Psychology Consumer Perceptions, Corporate Reputations [Paperback]

Revealing the hidden processes behind why certain brands command our loyalty and trust,Brand Psychologylooks 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.  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?

Using case studies and tips from respected neuropsychologists, economists, and IT, advertising, PR, and industry leaders,Brand Psychologyturns theory into practical methodologies to help build meaningful, highly respected brands.

IN THE LEFT LOBE

Introduction
1: Believing is not seeing, seeing is believing
2: Lies, excuses and further justifications for inconvenient truths
3: Brains, brands, bytes, Bolshevik brawls and teenage tantrums
4: Cloud-high reputations, big media personalities and bigger data
5: Smoke and mirroring
6: Rings of confidence
7: Egg whites, whitewash and snowflakes
8: Flattered trusted minds and fluttery trusting hearts
9: Under the influence
10: From addictive self-interests to interesting selves
11: Brand me
12: Maslow: misunderstood?
13: The Church of Brand Ideology. Open for redemption 24/7

IN THE RIGHT LOBE

Introduction
14: In the spotlight
15: Can we still be friends?
16: Ids and cegos
17: You don't have to be mad to work here: Brand leadership and psychosis
18: Big boys don’t cry
19: The authentic employer brand
20: Brand stories: Tell - don’t yell
21: Rhetoric, rules, reasoning
22: The final question firstMarketing, branding and PR prlc3