Jonathan Gabay's Brand Psychology: Consumer Perceptions, Corporate PDF

By Jonathan Gabay

ISBN-10: 0749471735

ISBN-13: 9780749471736

Revealing the hidden methods in the back of why yes manufacturers command our loyalty and belief, "Brand Psychology" appears at find out how to building up a favorable model snapshot via company Social accountability and moral transparency.

Reputation administration authority Jonathan Gabay takes readers on a travel of the company, political and private manufacturers whose figuring out of customer psychology has both outfitted or damaged them. He solutions key questions on model and recognition administration, including:
-Why will we belief a few manufacturers greater than others?
-How very important is integrity for a brand's survival?
-How can model self assurance be rebuilt in the course of a crisis?

Using case reviews and information from revered neuropsychologists, economists, and IT, advertisements, PR, and leaders, "Brand Psychology "turns thought into useful methodologies to aid construct significant, hugely revered brands."

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Extra info for Brand Psychology: Consumer Perceptions, Corporate Reputations

Example text

Yet repurchase rates are half that number. Reichheld writes, “Bain & Company’s research has shown that in business after business, 60% to 80% of customers who defect to a competitor 32 Waiting for Your Cat to Bark? 4 Loyalty reflects an outside-the-bottle view. As Peter Drucker, author and one of the greatest management theorists in the business world would have said, the purpose of business is to make and keep a customer. That hasn’t changed; it’s only become more important. Experience is crafted from many different components.

That hasn’t changed; it’s only become more important. Experience is crafted from many different components. The pressures of achieving business objectives can lead to decisions that alienate customers. Determining the causes can be frustrating since it’s virtually impossible to identify exactly which straw broke the camel’s back. Would our frequent flyer’s husband have tried harder to understand the computersupport technician in India if the computer itself were extremely satisfying? Whenever we hear the big THOOP sound as we chat with our clients, we stop to celebrate.

Congratulations. But suppose you increased your conversion rate a measly two percentage points, to 4 percent? Now, without spending a penny of your marketing budget, those ten thousand customers net you four hundred sales a month. By improving the experience, you could achieve what it otherwise would take an additional ten thousand prospects each month to accomplish. Now you have a reason to acquire more traffic and reap the full benefits. Fifteen thousand customers at a four percent rate of conversion?

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Brand Psychology: Consumer Perceptions, Corporate Reputations by Jonathan Gabay


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