Brand Psychology
Routledge (Verlag)
978-1-032-37376-8 (ISBN)
Backed by research from various fields of psychology, the book presents practical insights for developing memorable brands through its interdisciplinary character, and emphasis on digital channels. Throughout the book, readers will learn to apply concepts from brand psychology, social learning and persuasion, identity design, and sensory branding to attract and retain their ideal customers. Each chapter presents insights from academic consumer behavior studies, real-life cases from inspiring brands, and unique visual learning tools including infographics, worksheets, and timelines. Ultimately, it serves as a tool to bridge the gap between scientists and entrepreneurs, offering clear, research-backed ideas to drive brand growth and reach human beings in a meaningful way during a time of independent brands and global connectivity. This transformative book shows readers how to:
Develop memorable brands that resonate with their target audience
Create powerful brand stories, archetypes, and strategies for growth
Navigate brand management with mindful communication and active shaping of associations
Containing cutting-edge brand-building tools, this book is a must-read for students and practitioners in brand management, marketing, design management, graphic design, business, advertising, and related spaces that aim to craft an identity that turns heads and hearts.
Laura Busche is a Colombo-German brand strategist helping companies in the public and private sectors bring their message to life with a compelling brand story, memorable visual symbols, and a bold communication strategy. Busche holds a doctoral degree in Psychology, a master’s degree in Design Management and is a Bachelor of Science in Business Administration. Her client list has included Dribbble, Creative Market, Webflow, Domestika, Magmic, Grubbrr, Littledata, among many others.
Introduction
Chapter 1: Welcome to the world of branding
Chapter 2: Defining "Brand"
Chapter 3: Brand equity & management
Section 1 Introduction: Story
Chapter 4: Brand Story
Chapter 5: Self-brand identification
Chapter 6: Research, segmentation, and personas
Chapter 7: Associations & positioning
Chapter 8: Naming
Chapter 9: Pricing
Chapter 10: Personality & voice
Section 2 Introduction: Symbols
Chapter 11: The Brandverse
Chapter 12: Visual perception
Chapter 13: Logo design
Chapter 14: Typography
Chapter 15: Color
Chapter 16: Applications, packaging and systems
Section 3 Introduction: Strategy
Chapter 17: Building strong brand relationships
Chapter 18: Understanding channels
Chapter 19: Designing memorable brand experiences
Chapter 20: Brand portfolio management: extensions, architecture & rebranding
Chapter 21: Brand intelligence
Conclusion
| Erscheinungsdatum | 21.11.2023 |
|---|---|
| Zusatzinfo | 36 Tables, black and white; 6 Line drawings, color; 55 Line drawings, black and white; 7 Halftones, color; 3 Halftones, black and white; 13 Illustrations, color; 58 Illustrations, black and white |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Gewicht | 1060 g |
| Themenwelt | Geisteswissenschaften ► Psychologie ► Allgemeine Psychologie |
| Geisteswissenschaften ► Psychologie ► Sozialpsychologie | |
| Mathematik / Informatik ► Mathematik | |
| Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft | |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-032-37376-8 / 1032373768 |
| ISBN-13 | 978-1-032-37376-8 / 9781032373768 |
| Zustand | Neuware |
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