| ISBN |
9781032373720 (paperback) |
|
9781032373768 (hardback) |
|
9781003336693 (ebook) |
| ISBN/ISSN |
10.4324/9781003336693 doi |
| Märkused |
Includes bibliographical references and index |
|
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. |
| Märksõnad |
brändimine
|
|
tootejuhtimine
|
|
disain
|
|
brändid
|
|
kaubamärgid
|
|
turundus
|
|
psühholoogilised aspektid
|
|
psühholoogia
|
|
psühholoogilised aspektid
|
| Lisasõnad |
Branding (Marketing) -- Psychological aspects |
|
Product management -- Psychological aspects |
|
Brand name products |
| UDK |
658.8
|
|
