TY  - BOOK
AU  - Busche, Laura
TI  - Brand psychology: the art and science of building strong brands
SN  - 9781032373720
U1  - 658.827 
PY  - 2024///
CY  - New York
PB  - Routledge
KW  - Branding (Marketing)--Psychological aspects
N1  - Table of contents:
Introduction

Chapter 1: Welcome to the world of branding

Chapter 2: Defining "Brand"

Chapter 3: Brand equity & management

Section 1 Introduction: Story

Chapter 4: Brand Story

Chapter 5: Self-brand identification

Chapter 6: Research, segmentation, and personas

Chapter 7: Associations & positioning

Chapter 8: Naming

Chapter 9: Pricing

Chapter 10: Personality & voice

Section 2 Introduction: Symbols

Chapter 11: The Brandverse

Chapter 12: Visual perception

Chapter 13: Logo design

Chapter 14: Typography

Chapter 15: Color

Chapter 16: Applications, packaging and systems

Section 3 Introduction: Strategy

Chapter 17: Building strong brand relationships

Chapter 18: Understanding channels

Chapter 19: Designing memorable brand experiences

Chapter 20: Brand portfolio management: extensions, architecture & rebranding

Chapter 21: Brand intelligence

Conclusion

[https://www.routledge.com/Brand-Psychology-The-Art-and-Science-of-Building-Strong-Brands/Busche/p/book/9781032373720]
N2  - 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. This transformative book shows readers how to:


Develop memorable brands that resonate with their target audience

Create powerful brand stories, archetypes, and strategies for growth

Navigate brand management with mindful communication and active shaping of associations
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.

(https://www.routledge.com/Brand-Psychology-The-Art-and-Science-of-Building-Strong-Brands/Busche/p/book/9781032373720)
ER  -