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Revealing the hidden processes behind why certain brands command our loyalty and trust, " Brand Psychology" looks at how to build up a positive brand image through Corporate Social Responsibility and ethical transparency.Reputation management authority Jonathan Gabay takes readers on a tour of the corporate, political and personal brands whose understanding of consumer psychology has either built or broken them, with examples such as e-cigarette legislation, the London 2012 Olympics, the iPhone 5S's fingerprint ID technology and Miley Cyrus.He answers key questions about brand and reputation management, including: --Why do we trust some brands more than others?--How important is integrity for a brand's survival?--How can brand confidence be rebuilt during a crisis?Combining practical, how-to advice on media relationships and crisis management, with an exploration of reputation psychology and consumer motivation, "Brand Psychology" reveals how to build a meaningful brand that resonates with the public.
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