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The Branded Mind

What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand

Explore the developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies, including personality, consumer behaviour, decision making and market segmentation.
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EAN: 9780749461256
Edition: 1
Published:
Format: 242 x 162
272 pages

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About the book

The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour.

Investigating developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies, The Branded Mind is based on exclusive research by Millward Brown, one of the World's top market research companies. This unique and insightful book covers everything from the nature of feelings, emotions and moods, to consumer behaviour, decision making and market segmentation, and how to use these insights to the benefit of your brand.

About the authors

Erik du Plessis is Chairman of Millward Brown (South Africa), one of the world's top market research companies with 78 offices in 51 countries. He is also a Visiting Professor at the Copenhagen Business School, and the author of The Advertised Mind, published by Kogan Page.


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