Brands and the brain: how to use neuroscience to create impactful brands
Sahay, Arvind
Brands and the brain: how to use neuroscience to create impactful brands - Gurugram: Penguin; c2022. - viii, 352p. - IIM Ahmedabad Books .
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.
9780143452614
Brands
Neuroscience
Consumer behavior
658.827 SAH
Brands and the brain: how to use neuroscience to create impactful brands - Gurugram: Penguin; c2022. - viii, 352p. - IIM Ahmedabad Books .
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.
9780143452614
Brands
Neuroscience
Consumer behavior
658.827 SAH