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The Consumer Mind

Brand Perception and the Implications for Marketers

Pepe Martínez

The Consumer Mind is based on research from Millward Brown and provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer.

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EAN: 9780749465704

Edition: 1

Published: 03 Jun 2012

Format: 234 x 156

200 pages

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About the book

The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyses the daily mental functions of consumers, in relation to others and their environment, and the implications for brands. The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way that their brands are perceived and to encourage trial and repeat purchases.

About the authors

Pepe Martinez is the Managing Director of Millward Brown, Iberia. He holds a degree in Psychology from the Complutense University, Madrid (UCM) and he has been working in marketing research for nearly 30 years. Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research.

Pepe Martínez

- Chapter - 01: Introduction;
- Chapter - 02: Starting point: the pillars of the human mind;
- Chapter - 03: The alarm clock rings;
- Chapter - 04: The world surrounding us;
- Chapter - 05: Careful! Watch out!;
- Chapter - 06: Do you remember?;
- Chapter - 07: Wonderful!;
- Chapter - 08: How clever!;
- Chapter - 09: Who’s the boss here?;
- Chapter - 10: Make your mind up!;
- Chapter - 11: I want to be happy!;
- Chapter - 12: I’m off to bed!;
- Chapter - 13: Summary of the brain’s mental functions;
- Chapter - 14: Brands, communications and the mind;
- Chapter - 15: Millward Brown and neuroscience;
- Chapter - 16: Final reflections: philosophy and the mind