1st Edition
Brand Psychology The Art and Science of Building Strong Brands
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
Biography
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.
