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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.
Book Synopsis Psychology of Branding by : W. Douglas Evans
Download or read book Psychology of Branding written by W. Douglas Evans and published by Nova Science Publishers. This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
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.
Book Synopsis The Psychology of Design by : Rajeev Batra
Download or read book The Psychology of Design written by Rajeev Batra and published by Routledge. This book was released on 2015-07-24 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
This book 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. Brands are all around us and in a sense represent any person, place, or thing to which people attach associations - anything that represents something for someone. This insight has led those trying to improve society, not just to sell products, services, and organizational reputations, but to take up the mantle of branding. The branding of social and health behaviors has become widespread and is now a central approach in social marketing - the use of marketing to benefit society rather than the marketer. In an earlier volume, my co-editor Gerard Hastings and I noted "that by learning about concepts such as brand development, identity and equity, we can do for public health what Philip Morris had done for teen smoking." This is exactly what's been happening for some 20 years, and now branding represents a powerful strategy to change social and health behaviors for the better. Branding is now truly a systemic approach to modifying human behavior for commercial as well as socially beneficial purposes.
Book Synopsis Psychology of Branding by : W. Douglas Evans
Download or read book Psychology of Branding written by W. Douglas Evans and published by Nova Publishers. This book was released on 2013-01-01 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book 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. Brands are all around us and in a sense represent any person, place, or thing to which people attach associations - anything that represents something for someone. This insight has led those trying to improve society, not just to sell products, services, and organizational reputations, but to take up the mantle of branding. The branding of social and health behaviors has become widespread and is now a central approach in social marketing - the use of marketing to benefit society rather than the marketer. In an earlier volume, my co-editor Gerard Hastings and I noted "that by learning about concepts such as brand development, identity and equity, we can do for public health what Philip Morris had done for teen smoking." This is exactly what's been happening for some 20 years, and now branding represents a powerful strategy to change social and health behaviors for the better. Branding is now truly a systemic approach to modifying human behavior for commercial as well as socially beneficial purposes.
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'.
Book Synopsis The Psychology of Marketing by : Gerhard Raab
Download or read book The Psychology of Marketing written by Gerhard Raab and published by CRC Press. This book was released on 2016-02-24 with total page 412 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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'.
Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.
Book Synopsis Brands and Brand Management by : Barbara Loken
Download or read book Brands and Brand Management written by Barbara Loken and published by Psychology Press. This book was released on 2023-04-28 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.
This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.
Book Synopsis Handbook of Consumer Psychology by : Curtis P. Haugtvedt
Download or read book Handbook of Consumer Psychology written by Curtis P. Haugtvedt and published by Psychology Press. This book was released on 2018-12-07 with total page 1892 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.
The second edition of this successful textbook continues to offer a sophisticated treatment of consumer psychology which is directly related to the concerns of marketing management, especially in terms of market segmentation, product positioning and new product development. It has an international approach that is reflected in language, examples, and scope and it also has a comprehensive and up-to-date coverage of literature and recent research. The new edition takes into account past reviewers and users comments by reducing the amount of material on adaptive/innovative cognitive style and replaces this with a wider range of material on the theme of personality and new product phrase. This edition also includes end-of-chapter questions and suggested further reading.
Book Synopsis Consumer Psychology for Marketing by : G. R. Foxall
Download or read book Consumer Psychology for Marketing written by G. R. Foxall and published by . This book was released on 1994 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: The second edition of this successful textbook continues to offer a sophisticated treatment of consumer psychology which is directly related to the concerns of marketing management, especially in terms of market segmentation, product positioning and new product development. It has an international approach that is reflected in language, examples, and scope and it also has a comprehensive and up-to-date coverage of literature and recent research. The new edition takes into account past reviewers and users comments by reducing the amount of material on adaptive/innovative cognitive style and replaces this with a wider range of material on the theme of personality and new product phrase. This edition also includes end-of-chapter questions and suggested further reading.
Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
Book Synopsis Emotional Branding by : Marc Gobe
Download or read book Emotional Branding written by Marc Gobe and published by Simon and Schuster. This book was released on 2010-02-09 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
Numerous studies have shown that people buy feelings and experiences, not things. When you see a cute puppy, certain hormones fill your brain, and you become loving and affectionate. You don't care about the exact hormone process in your brain, but the puppy certainly makes you feel good. There is an intense psychological component to marketing a business or creating a successful brand. In its essence, branding is designing a campaign to induce popularity and loyalty among customers. To do this, one must understand the audience's psychology, giving you the ability to entice consumers who will mentally connect and relate to your brand's identity. Every individual consumer has an entirely separate and possibly stressful life outside of your market. Busy lives mean that consumers do not have the mental bandwidth to consider every product on the market. To establish a long-lasting relationship, the brand provides intangible benefits that sometimes overshadow the tangible benefits. It is getting tougher with the explosion of communication technology, where people stay connected to update information. The emergence of branding topics has been witnessed with the blast of branding categories that apply to manufacturing and service industries. The brand is a logo, symbol, name, or design that creates a trademark or signature that distinguishes goods or services. Building a strong provides additional value that looks simple from the customer point of view but a great deal for a firm to survive the stiff competition in the market. The brand is a critical element to superior quality products, especially to the saturated market; hence, a trusted brand must satisfy customer needs and deliver excellent quality on attributes that matter to customers, low cost of quality, and overall cost leadership, and effective positioning.
Book Synopsis Branding Psychology How Brand Provides Intangible Benefits Overshadowing Its Tangible Benefits by : Mike Parson
Download or read book Branding Psychology How Brand Provides Intangible Benefits Overshadowing Its Tangible Benefits written by Mike Parson and published by Vincenzo Nappi. This book was released on 2021-08-07 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Numerous studies have shown that people buy feelings and experiences, not things. When you see a cute puppy, certain hormones fill your brain, and you become loving and affectionate. You don't care about the exact hormone process in your brain, but the puppy certainly makes you feel good. There is an intense psychological component to marketing a business or creating a successful brand. In its essence, branding is designing a campaign to induce popularity and loyalty among customers. To do this, one must understand the audience's psychology, giving you the ability to entice consumers who will mentally connect and relate to your brand's identity. Every individual consumer has an entirely separate and possibly stressful life outside of your market. Busy lives mean that consumers do not have the mental bandwidth to consider every product on the market. To establish a long-lasting relationship, the brand provides intangible benefits that sometimes overshadow the tangible benefits. It is getting tougher with the explosion of communication technology, where people stay connected to update information. The emergence of branding topics has been witnessed with the blast of branding categories that apply to manufacturing and service industries. The brand is a logo, symbol, name, or design that creates a trademark or signature that distinguishes goods or services. Building a strong provides additional value that looks simple from the customer point of view but a great deal for a firm to survive the stiff competition in the market. The brand is a critical element to superior quality products, especially to the saturated market; hence, a trusted brand must satisfy customer needs and deliver excellent quality on attributes that matter to customers, low cost of quality, and overall cost leadership, and effective positioning.
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.
Book Synopsis Brand Identity Essentials, Revised and Expanded by : Kevin Budelmann
Download or read book Brand Identity Essentials, Revised and Expanded written by Kevin Budelmann and published by Rockport Publishers. This book was released on 2019-04-16 with total page 235 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
