Psychology of Branding


Book Description

This title explores the psychological factors underlying brand choices we make. How we encounter brands (and how often we), think about them, feel about them, and how we experience them in relation to competing brands, has a big effect on which ones we choose, and keep on choosing. At the same time, presumably there are neural events occurring when we encounter and mentally respond to brands. These represent ways in which we can explain and understand why people choose and remain loyal to brands. These explanations of branding are related and intuitive. But how does the psychology of branding work? This book offers answers to that question.




The Psychology of Design


Book Description

Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why "good" design works its magic, they may benefit from each other’s work. The chapters in this edited book bring together organizing frameworks and reviews of the relevant literatures from many of these contributing disciplines, along with recent empirical work. They cover relevant areas such as embodied cognition, processing fluency, experiential marketing, sensory marketing, visual aesthetics, and other research streams related to the impact of design on consumers. Importantly, the primary focus of these chapters is not on product design that creates functional value for the targeted consumer, but rather on how design can create the kind of emotional, experiential, hedonic, and sensory appeal that results in attracting consumers. Each chapter concludes with Implications for a theory of design as well as for designers.




The Psychology of Marketing


Book Description

This comprehensive guide to both the theory and application of psychology to marketing comes from the author team that produced the acclaimed Customer Relationship Management. It will be of immeasurable help to marketing executives and higher level students of marketing needing an advanced understanding of the applied science of psychology and how it bears on consumers; on influencing; and on the effective marketing of organizations themselves, as well as of products and services. Drawing on consumer, management, industrial, organizational, and market psychology, The Psychology of Marketing's in-depth treatment of theory embraces: ¢ Cognition theories. ¢ Personality, perception and memory. ¢ Motivation and emotion. ¢ Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides a trans-national perspective on how the theory revealed here is applied in practice. Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'.




Creating Images and the Psychology of Marketing Communication


Book Description

This book, based on a conference in Seoul Korea in 2004, examines the image research in 3 parts under the theory of brand attachment. The 3 parts are Theories of Image, Country Image, and Individual and Celebrity Source Image.




Sports Marketing and the Psychology of Marketing Communication


Book Description

This is a scholarly book on Sports Marketing and a book in the Advertising and Consumer Psychology Series sponsored by the Society of Consumer Psychology.




Brand Seduction


Book Description

"Powerful, profound, and beautifully written, Brand Seduction raises the bar for every marketer to do work that truly matters." —Seth Godin, author of All Marketers Are Liars "Clever, creative, and jam-packed with useful insights, Brand Seduction shows how our brain secretly shapes our choices in ways we may never have realized." —Jonah Berger, Wharton Professor and bestselling author of Contagious and Invisible Influence For many marketing professionals, "science" is a four-letter word. They see brand-building as an unteachable art guided by their intuition and experience. But at its core, marketing aims to seed ideas into people's minds, make them feel a certain way, and, ultimately, get them to act. In Brand Seduction, Daryl reveals the latest psychological and neuroscientific discoveries about how our minds process brand information and make decisions, and the important roles our emotions and unconscious play in our selections. Welcome to the new world of neuromarketing. Through simple language, engaging stories, and real-world examples, Brand Seduction shows you how to decode, build, and use these hidden brand fantasies to grow your brand and business. You'll learn: • The surprising unconscious side of brands. • The biggest myths about consumer psychology. • The real role of emotions in building brands. • Practical tools to use neuroscience to inspire better marketing. Everyone seems to have a different idea of what brands are, how they work, and how they are built. Brand Seduction digs deeper into the nature of brands, how they exist and behave in the mind, and how marketers and business leaders can use this understanding to "seduce" customers and grow their businesses.




User Experience Is Brand Experience


Book Description

This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-quality user experiences. Combining insights from science and practice, the authors present a strategy for using interaction patterns, visual appearance, and animations to validate the actual brand values that are experienced by users while interacting with a digital product. Further, they introduce a 'UX identity scale' by assigning brand values to UX related psychological needs. The method applied is subsequently backed by theoretical concepts and illustrated with practical examples and case studies on real-world mobile applications.




Brand Identity Essentials, Revised and Expanded


Book Description

Brand Identity Essentials, Revised and Expanded outlines and demonstrates basic logo and branding design guidelines and rules through 100 principles. These include the elements of a successful graphic identity, identity programs and brand identity, and all the various strategies and elements involved. A company's identity encompasses far more than just its logo. Identity is crucial to establishing the public's perception of a company, its products, and its effectiveness—and it's the designer's job to envision the brand and create what the public sees. Brand Identity Essentials, a classic design reference now updated and expanded, lays a foundation for brand building, illustrating the construction of strong brands through examples of world-class design. Topics include: A Sense of Place, Cultural Symbols, Logos as Storytellers, What is "On Brand?", Brand Psychology, Building an Online Identity, Managing Multiple Brands, Owning an Aesthetic, Logo Lifecycles, Programs That Stand Out, Promising Something, and Honesty is Sustainable The new, revised edition expands each of the categories, descriptions, and selections of images, and incorporates emergent themes in digital design and delivery that have developed since the book first appeared. Brand Identity Essentials is a must-have reference for budding design professionals and established designers alike.




Reverse Psychology Marketing


Book Description

Supplementing ideas and insights with numerous engaging and topical anecdotes, this book explores the radical and distinctive concept and approach of Reverse Psychology Marketing. It will show you how to understand and connect with current changes and evolving trends occurring in the field of marketing.




The Science of Intelligent Achievement


Book Description

Smart strategies for pragmatic, science-based growth and sustainable achievement. The Science of Intelligent Achievement teaches you the scientific process of finding success through your most valuable assets: · Selective focus – how selective are you with who and what you let into your life? · Creative ownership – how dependent are you on others for your happiness and success? · Pragmatic growth – how consistently and practically are you growing daily? First, this book will show you how to develop your focus by being very selective with where you spend your mental energy. If you've failed to reach an important goal because you were distracted, misinformed, or overcommitted, then you know the role focus and selectivity play in achievement. Second, you will learn how to stop allowing your happiness and success to be dependent on other people and instead, start taking ownership over your life through creative work. Finally, you will learn the art of changing your life through pragmatic decisions and actions. Self-improvement is not the result of dramatic changes. Instead, science has shown that personal and professional change is initiated and sustained by consistent, practical changes. To grow, you must leverage the power of micro-decisions, personality responsibility, and mini-habits. Your own biology will not let you improve your life in any other way. What do you currently value? What are working to attain? Have you been taught to value your job title or your relationship with some other person above all else? Have you been convinced that the most valuable things in life are your paycheck, the number of people who say 'hello' to you at the office, and the number of people who say 'I need you' at home? Or, have you become so passive in what you value that you let anyone and anything into your life, as long as whatever you let in allows you to stay disconnected from the cold hard truth that when things really go wrong in your life, the only person who will be able to fix it and the only person will be responsible for it is you. If so…welcome to fake success. Passivity, dependence, and the sacrifice of practical thinking and personal responsibility to fuzzy, grandiose ideals and temporary feelings — these are markers of fake success. Intelligent Achievement, on the other hand, is not a moving target. It's not empty either. Instead, it's sturdy, full, and immovable. It's not something that's just handed to you. It's not something you're nudged to chase or coerced into wanting. Intelligent Achievement comes from within you. It's a collection of values that are aligned with who you are—values you have to protect and nurture. These values do not increase your dependence on other people and things. Instead, they relieve you of dependence. This kind of achievement is something that you have a part in building from the ground up—you know what's in it—you chose it, someone else didn't choose it for you. Achieving real success means you must focus, create, and grow daily. The Science of Intelligent Achievement will show you how.