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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: 9780749462987
Ebook
Published:
Ebook
Format: EPUB
272 pages

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

Erik du Plessis is CEO of Millward Brown South Africa, and formerly ran his own company, Impact, in South Africa. Both Millward Brown and Impact are well known for their expertise in brand and advertising research. Millward Brown, a global leader in marketing research, is well known for pioneering many of the industry's most innovative research methodologies and techniques to assess and track advertising and brand performance.

More about Erik Du Plessis