TY  - BOOK
AU  - Sahay, Arvind
TI  - Brands and the brain: how to use neuroscience to create impactful brands
T2  - IIM Ahmedabad Books
SN  - 9780143452614
U1  - 658.827 SAH 
PY  - 2022///
CY  - Gurugram
PB  - Penguin
KW  - Brands
KW  - Neuroscience
KW  - Consumer behavior
N1  - Includes bibliographical references
N2  - 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
ER  -