Brand Psychology: The Art and Science of Building Strong Brands

Brand Psychology

The Art and Science of Building Strong Brands
 
Edition number: 1
Publisher: Routledge
Date of Publication:
 
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Product details:

ISBN13:9781032373720
ISBN10:1032373725
Binding:Paperback
No. of pages:396 pages
Size:234x156 mm
Weight:730 g
Language:English
Illustrations: 58 Illustrations, black & white; 13 Illustrations, color; 3 Halftones, black & white; 7 Halftones, color; 55 Line drawings, black & white; 6 Line drawings, color; 36 Tables, black & white
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Short description:

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.

Long description:

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.

Table of Contents:

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