how to use neuroscience to create impactful brands Sahay, Arvind creator text Gurugram Penguin c2022 monographic eng

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viii, 352p. 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. Includes bibliographical references. Brands Neuroscience Consumer behavior 658.827 SAH 9780143452614 260514 20260529124723.0