1st Edition

Brand Psychology The Art and Science of Building Strong Brands

By Laura Busche Copyright 2024
    396 Pages 13 Color & 58 B/W Illustrations
    by Routledge

    396 Pages 13 Color & 58 B/W Illustrations
    by Routledge

    396 Pages 13 Color & 58 B/W Illustrations
    by Routledge

    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.

    Backed by research from various fields of psychology, the book presents practical insights for developing memorable brands through its interdisciplinary character, and emphasis on digital channels. Throughout the book, readers will learn to apply concepts from brand psychology, social learning and persuasion, identity design, and sensory branding to attract and retain their ideal customers. Each chapter presents insights from academic consumer behavior studies, real-life cases from inspiring brands, and unique visual learning tools including infographics, worksheets, and timelines. Ultimately, it serves as a tool to bridge the gap between scientists and entrepreneurs, offering clear, research-backed ideas to drive brand growth and reach human beings in a meaningful way during a time of independent brands and global connectivity. This transformative book shows readers how to:

    • Develop memorable brands that resonate with their target audience
    • Create powerful brand stories, archetypes, and strategies for growth
    • Navigate brand management with mindful communication and active shaping of associations

    Containing cutting-edge brand-building tools, this book is a must-read for students and practitioners in brand management, marketing, design management, graphic design, business, advertising, and related spaces that aim to craft an identity that turns heads and hearts.


    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



    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.