000			01188nam a2200217 4500
005			20260529124723.0
008			260514b |||||||| |||| 00| 0 eng d
020			_a9780143452614
082			_a658.827 SAH
100			_aSahay, Arvind
245			_aBrands and the brain: _bhow to use neuroscience to create impactful brands
260			_aGurugram: _bPenguin; _cc2022.
300			_aviii, 352p.
490			_aIIM Ahmedabad Books
500			_aIncludes bibliographical references.
520			_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.
650			_aBrands
650			_aNeuroscience
650			_aConsumer behavior
942			_2ddc _n0 _cC
999			_c30794 _d30794