Brands and the Brain : How to Use Neuroscience to Create Impactful Brands / Arvind Sahay.
By: Sahay, Arvind.
Publisher: Penguin Portfolio 2022Edition: 1st ed.Description: viii, 352 p. ; 23 cm.ISBN: 9780143452614 (pbk.).Subject(s): Branding (Marketing) -- Psychological aspects | Marketing -- Psychological aspects | Neuromarketing | NeurobrandingDDC classification: 658.8342 Online resources: Publisher Description Summary: 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. Publisher's Summary.| Item type | Current location | Call number | Copy number | Status | Date due |
|---|---|---|---|---|---|
Monograph
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Indian Institute of Management Udaipur C6/2 | 658.8342 SA (Browse shelf) | 1 | Checked out | 07/29/2023 |
Includes bibliographic Information.
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. Publisher's Summary.
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