The Branded Mind

"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 inves [...]
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"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.