Brands and the brain : how to use Neuroscience to create impactful brands
Sahay, Arvind
Brands and the brain : how to use Neuroscience to create impactful brands - Haryana Penguin Random House India Pvt. Ltd. 2022 - viii,352p.
Contents
1. Introduction 1
2. Brain Operating Principles: How and Why Neuroscience Can Help Improve Brand Management 19
3. Decision-Making in the Brain: How We Decide about Brands 50
4. Why Brands Matter and the Nature of a Brand in the Brain 96
5. Diagnosing the Nature of Your Brand and Steps to Building a Brand 129
6. Sustaining and Rejuvenating a Brand 165
7. Neuroscience and Building, Sustaining and Rejuvenating Brands on Social Media 191
8. How the Brand in the Customer's Brain Leads to Brand Value for the Firm 229
9. Organizational Structure and Design to Deliver the Brand in the Brain 256
10. Neuromarketing Tools and Measurement in Managing Brands 289
Acknowledgements 315
Notes 316
9780143452614
Osian History
Branding (Marketing) -- Psychological aspects.
Brand name products.
Brand name products -- Psychological aspects.
741.6 / SAH
Brands and the brain : how to use Neuroscience to create impactful brands - Haryana Penguin Random House India Pvt. Ltd. 2022 - viii,352p.
Contents
1. Introduction 1
2. Brain Operating Principles: How and Why Neuroscience Can Help Improve Brand Management 19
3. Decision-Making in the Brain: How We Decide about Brands 50
4. Why Brands Matter and the Nature of a Brand in the Brain 96
5. Diagnosing the Nature of Your Brand and Steps to Building a Brand 129
6. Sustaining and Rejuvenating a Brand 165
7. Neuroscience and Building, Sustaining and Rejuvenating Brands on Social Media 191
8. How the Brand in the Customer's Brain Leads to Brand Value for the Firm 229
9. Organizational Structure and Design to Deliver the Brand in the Brain 256
10. Neuromarketing Tools and Measurement in Managing Brands 289
Acknowledgements 315
Notes 316
9780143452614
Osian History
Branding (Marketing) -- Psychological aspects.
Brand name products.
Brand name products -- Psychological aspects.
741.6 / SAH