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.
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.
Laura Busche is a Colombo-German brand strategist helping companies in the public and private sectors bring their message to life with a compelling brand story, memorable visual symbols, and a bold communication strategy. Busche holds a doctoral degree in Psychology, a master's degree in Design Management and is a Bachelor of Science in Business Administration. Her client list has included Dribbble, Creative Market, Webflow, Domestika, Magmic, Grubbrr, Littledata, among many others.
Inhaltsangabe
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
