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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 NeuroscienceDDC classification: 659.127.6 ARV;1/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.
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Item type Current location Call number Status Notes Date due Barcode
Books Books Main Library
(First Floor, Rack No.35)
659.127.6 ARV;1/B (Browse shelf) Checked out Recommended by Prof. Debashis Chatterjee 25/09/2022 37353

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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