Brand Psychology

<p><em>Brand Psychology</em> 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.</p><p>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:</p><ul> <p> </p> <li>Develop memorable brands that resonate with their target audience</li> <p> </p> <li>Create powerful brand stories, archetypes, and strategies for growth</li> <p> </p> <li>Navigate brand management with mindful communication and active shaping of associations</li> </ul><p>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.</p> <p>Introduction</p><p>Chapter 1: Welcome to the world of branding</p><p>Chapter 2: Defining "Brand"</p><p>Chapter 3: Brand equity & management</p><p>Section 1 Introduction: Story</p><p>Chapter 4: Brand Story</p><p>Chapter 5: Self-brand identification</p><p>Chapter 6: Research, segmentation, and personas</p><p>Chapter 7: Associations & positioning</p><p>Chapter 8: Naming</p><p>Chapter 9: Pricing</p><p>Chapter 10: Personality & voice</p><p>Section 2 Introduction: Symbols</p><p>Chapter 11: The Brandverse</p><p>Chapter 12: Visual perception</p><p>Chapter 13: Logo design</p><p>Chapter 14: Typography</p><p>Chapter 15: Color</p><p>Chapter 16: Applications, packaging and systems</p><p>Section 3 Introduction: Strategy</p><p>Chapter 17: Building strong brand relationships</p><p>Chapter 18: Understanding channels</p><p>Chapter 19: Designing memorable brand experiences</p><p>Chapter 20: Brand portfolio management: extensions, architecture & rebranding</p><p>Chapter 21: Brand intelligence</p><p>Conclusion</p>