Brands and the brain: how to use neuroscience to create impactful brands
By: Sahay, Arvind.
Publisher: Gurugram; Penguin Random House, 2022Description: 352p.ISBN: 9780143452614.Subject(s): Brand Management | Brand Name Products | Brands-Impact of NeuroscienceUDC classification: 659.127.6 ARV/B 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 analyzes 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.| Item type | Current location | Call number | Status | Notes | Date due | Barcode |
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Books
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Main Library (First Floor, Rack No.35) | 659.127.6 ARV/B (Browse shelf) | Available | Recommended by Prof. Priya Narayanan | 37351 |
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 analyzes 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.
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