01133nam a2200193   450000500170000000800410001702000180005808200160007610000180009224500780011026000320018830000160022049000240023650000410026052005880030165000110088965000170090065000220091720260529124723.0260514b        |||||||| |||| 00| 0 eng d  a9780143452614  a658.827 SAH  aSahay, Arvind  aBrands and the brain:bhow to use neuroscience to create impactful brands  aGurugram:bPenguin;cc2022.  aviii, 352p.  aIIM Ahmedabad Books  aIncludes bibliographical references.  aIt 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.  aBrands  aNeuroscience  aConsumer behavior