Brands and the brain: how to use neuroscience to create impactful brands

By:

Sahay, Arbind

Material type: Text

TextPublication details: Penguin Random House India Pvt. Ltd. Haryana 2022Description: 352 pISBN:

9780143452614

Subject(s):

DDC classification:

658.827 SAH

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.

List(s) this item appears in: Marketing | Hindi Books

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.827 SAH (Browse shelf(Opens below))	1	Available		002453

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Previous	658.827 ROB Lovemarks: the future beyond brands	658.827 ROD Brand storytelling: put customers at the heart of your brand story	658.827 ROW Digital branding: a complete step-by-step guide to strategy, tactics, tools and measurement	658.827 SAH Brands and the brain: how to use neuroscience to create impactful brands	658.827 SAR Strategic brand management for B2B markets: a road map for organizational transformation	658.827 SCH Brand elevation:	658.827 SMI Brand fusion: purpose-driven brand strategy	Next

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.

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​Brands and the brain: how to use neuroscience to create impactful brands

Browsing Indian Institute of Management LRC shelves, Shelving location: General Stacks, Collection: Marketing Close shelf browser (Hides shelf browser)

Brands and the brain: how to use neuroscience to create impactful brands