Brand Psychology
The Art and Science of Building Strong Brands
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18 720 Ft (17 829 Ft + 5% VAT)
The price is estimated because at the time of ordering we do not know what conversion rates will apply to HUF / product currency when the book arrives. In case HUF is weaker, the price increases slightly, in case HUF is stronger, the price goes lower slightly.
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18 720 Ft
Availability
Estimated delivery time: In stock at the publisher, but not at Prospero's office. Delivery time approx. 3-5 weeks.
Not in stock at Prospero.
Why don't you give exact delivery time?
Delivery time is estimated on our previous experiences. We give estimations only, because we order from outside Hungary, and the delivery time mainly depends on how quickly the publisher supplies the book. Faster or slower deliveries both happen, but we do our best to supply as quickly as possible.
Product details:
- Edition number 1
- Publisher Routledge
- Date of Publication 17 November 2023
- ISBN 9781032373720
- Binding Paperback
- No. of pages396 pages
- Size 234x156 mm
- Weight 680 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 803
Categories
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.
MoreLong 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.
MoreTable 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
More
