The Human Brand

The Human Brand
Author :
Publisher : John Wiley & Sons
Total Pages : 211
Release :
ISBN-10 : 9781118611319
ISBN-13 : 1118611314
Rating : 4/5 (314 Downloads)

Book Synopsis The Human Brand by : Chris Malone

Download or read book The Human Brand written by Chris Malone and published by John Wiley & Sons. This book was released on 2013-10-07 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply personal way—we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support. Applies the social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more Draws from original research, evaluating over 45 companies over the course of 10 separate studies The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.


The Human Brand Related Books

The Human Brand
Language: en
Pages: 211
Authors: Chris Malone
Categories: Business & Economics
Type: BOOK - Published: 2013-10-07 - Publisher: John Wiley & Sons

GET EBOOK

Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relatio
The Human Centered Brand
Language: en
Pages: 322
Authors: Nela Dunato
Categories: Business & Economics
Type: BOOK - Published: 2018-10-04 - Publisher:

GET EBOOK

Promote your business with clarity, ease, and authenticity. The Human Centered Brand is a practical branding guide for service based businesses and creatives, t
Brand Hacks
Language: en
Pages: 242
Authors: Emmanuel Probst
Categories: Business & Economics
Type: BOOK - Published: 2021-09-07 - Publisher: Simon and Schuster

GET EBOOK

economics;consumer behavior;advertising;branding;brand advertising;advertising campaigns;consumer psychology;marketing;market research;digital marketing;fortune
Personal Brand Management
Language: en
Pages: 170
Authors: Talaya Waller
Categories: Business & Economics
Type: BOOK - Published: 2020-04-15 - Publisher: Springer Nature

GET EBOOK

This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global econ
Do Good
Language: en
Pages: 295
Authors: Anne Bahr Thompson
Categories: Business & Economics
Type: BOOK - Published: 2017-11-30 - Publisher: AMACOM

GET EBOOK

Increasingly today, in every age group, consumers are committing to brands that show good citizenship--from fair employment practices, to social responsibility,