Brand Psychology: Consumer Perceptions, Corporate Reputations by Jonathan Gabay
|Brand Psychology: Consumer Perceptions, Corporate Reputations by Jonathan Gabay|
|Category: Business and Finance|
|Reviewer: Susmita Chatto|
|Summary: A lively and engaging work examining all aspects of branding very thoroughly.|
|Buy? Yes||Borrow? Yes|
|Pages: 440||Date: March 2015|
|Publisher: Kogan Page|
|External links: Author's website|
Confession - I'm a bit of a brand geek. I do have some marketing work experience but that isn't the reason why I'm a bit of a brand geek. I think the attraction for me is that brands have, or in some cases, are, stories. I have always been fascinated by how and why people can relate to those stories, in the same way that I am fascinated by how anyone relates to any story! If you have any interest in the business of brands, this is a fascinating read and it delivers on far more fronts than just the business one.
Gabay's work starts with a heady mix of psychology, politics, history and contemporary branding. I had a great sense of wanting to make notes, but as I continued to read, I realised that the lessons and summaries are all pulled together in later chapters. The book as a whole combines all these aspects in a way that enables the reader to make sense of modern life and modern advertising in a very holistic way.
Noting from the start that there is nothing new under the sun, Gabay's key achievement here is explaining how brand psychology has changed over the years and how it has been shaped by major societal changes. The rapid change of pace enabled by technology in recent years gets a good deal of attention and for me is probably the best part of the book.
With regards to the psychology aspect, there are extensive explanations. Gabay covers everything from neuroscience to various economic states and how they affect the mind of the consumer.
All this information is geared up to relate to strategy and guidelines which will be useful to those working at all levels and in all sizes of organisation.
Overall, this is a very thorough and engaging book which will become a must-read for all those working in and with branding, as well as a fascinating book worth reading for anyone with an interest in business and branding.
FURTHER READING SUGGESTION:
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