Brands and the brain: how to use neuroscience to create impactful brands

By:

Sahay, Arvind

Material type: Text

TextSeries: IIM Ahmedabad BooksPublication details: Gurugram: Penguin; c2022.Description: viii, 352pISBN:

9780143452614

Subject(s):

DDC classification:

658.827 SAH

Summary: It is evident that some of the most powerful brands are deeply embedded in our unconscious emotions and memories. The purpose of this book is to develop an understanding of the link between the human brain and brand management principles as well as activities. It will educate readers about brain-operating principles and their impact on how humans perceive brands. The book also analyses how modern brands are created by leveraging brain functioning. In a nutshell, the book explains the indispensable role that the human brain plays in creating, sustaining and rejuvenating brands.

List(s) this item appears in: New Arrivals 2026

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Holdings
Item type	Current library	Call number	Status	Barcode
Book	IMI Delhi	658.827 SAH (Browse shelf(Opens below))	Available	22409

Includes bibliographical references.

It is evident that some of the most powerful brands are deeply embedded in our unconscious emotions and memories. The purpose of this book is to develop an understanding of the link between the human brain and brand management principles as well as activities. It will educate readers about brain-operating principles and their impact on how humans perceive brands. The book also analyses how modern brands are created by leveraging brain functioning. In a nutshell, the book explains the indispensable role that the human brain plays in creating, sustaining and rejuvenating brands.

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