The Branded Mind is about how people think, in particular how people think about brands. It explores what we know about the structure of the brain and how different parts of the brain interact. Then it goes on to explain how this relates to current marketing theories on consumer behavior. It investigates developments in neuroscience and neuromarketing and how brain science can contribute to marketing and brand-building strategies. Including research by Millward Brown, one of the world’s top market research companies, it touches on key topics such as the nature of feelings, emotions and moods, personality, measuring the brain, consumer behavior and decision making and market segmentation.
The Branded Mind is about how people think, in particular how people think about brands. It explores what we know about the structure of the brain and how different parts of the brain interact. Then it goes on to explain how this relates to current marketing theories on consumer behavior. It investigates developments in neuroscience and neuromarketing and how brain science can contribute to marketing and brand-building strategies.
The Branded Mind is about how people think, in particular how people think about brands. It explores what we know about the structure of the brain and how different parts of the brain interact. Then it goes on to explain how this relates to current marketing theories on consumer behavior. It investigates developments in neuroscience and neuromarketing and how brain science can contribute to marketing and brand-building strategies.
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- Understanding How People Think About Brands: The book discusses how consumer perceptions of brands are rooted in the structure and interactions of different parts of the brain.
What is the main focus of ‘The Branded Mind’?
‘The Branded Mind’ primarily investigates how people think about brands and how the structure and interactions of different brain regions influence consumer perceptions.
