Brand Psychology

The Art and Science of Building Strong Brands
1. Auflage 2023
ISBN: 978-1-032-37376-8
Verlag: Taylor & Francis

Buch, Englisch, 396 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 1060 g

Brand Psychology brings together theory and practice from the fields of psychology, design, and marketing to demystify the brand development process. It explores the behavioral science behind brand building, looking at the psychological principles at play whenever a brand is built and communicated.

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.

Zielgruppe

Postgraduate, Professional Practice & Development, and Undergraduate Advanced

Autoren/Hrsg.

Busche, Laura

Fachgebiete

• Sozialwissenschaften Psychologie Psychologische Disziplinen Angewandte Psychologie
• Geisteswissenschaften Design Typographie, Illustrationskunst, Werbegraphik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Sozialwissenschaften Psychologie Allgemeine Psychologie Sozialpsychologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

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

Über Autor(innen)

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.