Psychology of Branding

W. Douglas Evans (Editor)
The George Washington University School of Public Health and Health Services, Washington, DC

Series: Psychology Research Progress
BISAC: MED075000

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Edited by I Leslie Rubin, Robert J Geller, Abby Mutic, Benjamin A Gitterman, Nathan Mutic, Wayne Garfinkel, Claire D Coles, Kurt Martinuzzi, and Joav Merrick

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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. (Imprint: Nova)

Preface

Part 1: CONSUMER BRAND PSYCHOLOGY

Chapter 1: Branding and the Psychology of Consumer Behavior
(Bobby J. Calder, Northwestern University)

Chapter 2: Emotional Branding: What, When, and Why
(Monique Mitchell Turner, The George Washington University School of Public Health and Health Services Department of Prevention and Community Health)

Chapter 3: The Remarkable Consumer Experience of Brands as Drivers to a Deep Consumer-Brand Relationship
(Sandra M. C. Loureiro, ISCTE Business School- Lisbon University Institute)

Chapter 4: You’re Nothing Without Me: What Consumers Contribute to Brands
(Rodoula H. Tsiotsou, Ronald E. Goldsmith, University of Macedonia, and others)

Chapter 5: A General Brand Alliance Model
(Ronald E. Goldsmith, Barbara A. Lafferty, Florida State University, and others)

Chapter 6: Retail Branding Issues in Emerging Countries: Research Insights and Priorities
(Mbaye Fall Diallo, University Lille Nord de France-Skema Business School, and LSMRC (Lille School of Management Research Center))

Chapter 7: Behavioral and Neural Investigation of Brand Names
(Mei-chun Cheung, Yvonne M. Han, Agnes S. Chan, Sophia L. Sze, Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong, SAR, and others)

Part 2: SOCIAL AND HEALTH BRAND PSYCHOLOGY

Chapter 8: Branding Social and Health Behavior: An Education and Research Agenda
(W. Douglas Evans, The George Washington University, School of Public Health and Health Services Washington, DC, USA)

Chapter 9: Implications of Brand Competition for Social Marketing
(Alec Ulasevich, Ipsos Public Affairs)

Chapter10: Branding and Social Marketing
(Steven Chapman, James Ayers, Olivier LeTouze, Benoit Renard, Population Services International)
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Chapter 11: Brand Alliance of D.A.R.E. and Keepin’ it REAL: A Case Study in Brand Dissemination Practices
(Michael L. Hecht, Jeong Kyu Le, Department of Communication Arts and Sciences Pennsylvania State University, and others)

Chapter 12: Branding as a Strategy to Build Community Engagement in Health Programs
(Nicholas Goodwin is Director of Goodwin Collaboration, The University of Sydney, and The George Washington University)

Index

Audience: This is covered in depth in the preface to the book. Briefly, business schools, public health schools, public policy schools, professionals working in public health, international development, not-for-profit and/or public sector marketing. The book provides a wealth of case examples of how branding can be applied to build brands in these fields that have traditionally under-utilized marketing and provides a framework for understanding how brands influence behavior and consumer choice.

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