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Viernes de lectura: Brand Psychology

Published by Unai Admin

18/07/2025

Avanzamos en nuestra lista de lecturas recomendadas, queríamos compartir con vosotros otro libro que consideramos muy interesante, Brand Psychology, escrito por Jonathan Gabay, consultor y profesor británico experto en marca, reputación y comunicación, y publicado por Kogan Page en 2015. Gabay explica cómo se conectan ambos hemisferios del cerebro y cómo esta conexión moldea nuestras creencias y la confianza que depositamos en ciertas organizaciones y personas en detrimento de otras. La reputación de una marca y el hecho de que se crea y se confíe en ella dependen de las decisiones en las que entran en conflicto los recuerdos emocional y racional. Brand Psychology estudia los nuevos modelos de relación y habla de las...

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Reasons and Emotions that Guide Stakeholder’s Decisions and Have an Impact on Corporate Reputation

Published by Unai Admin

17/07/2025

Reasons and Emotions that Guide Stakeholder’s Decisions and Have an Impact on Corporate Reputation

This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the book Brand Psychology written by Jonathan Gabay, British lecturer and expert in Brand, Reputation and Communication and published by Kogan Page in 2015. It explains how both sides of the brain connect when we take decisions and how this fact shapes our beliefs and trust on certain companies and people. Brand Psychology studies the new relation models and analyzes the different techniques to be developed by brands to reach their stakeholders. Thus, the text dives into what happens in the left hemisphere, which controls rational elements, and in the right one, which controls emotional aspects and relates this explanation with brand management,...

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