01188nam a2200217 4500 20260529124723.0 260514b |||||||| |||| 00| 0 eng d 9780143452614 658.827 SAH 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. Brands Neuroscience Consumer behavior ddc 0 C 30794 30794 0 0 ddc 0 0 IMI IMI 2026-05-11 0 658.827 SAH 22409 2026-05-14 10:05:45 2026-05-14 C