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The Branded Mind

The Branded Mind

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

Erik Du Plessis

From £20.82

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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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.


Table Of Contents

  • Section - ONE: What it is all about;
    • Chapter - 01: Introduction;
    • Chapter - 02: This book is about the consumer’s brain;
    • Chapter - 03: The new paradigm;
    • Chapter - 04: The brain – the coming together of disciplines;
  • Section - TWO: The decision-making puzzle;
    • Chapter - 05: Interpretation, memory, experience, learning;
    • Chapter - 06: Introducing the rat brain robot;
    • Chapter - 07: Feelings;
    • Chapter - 08: The ‘feeling’ brain systems and how they work;
    • Chapter - 09: The environmental awareness system: emotions;
    • Chapter - 10: The ‘state of body’ system: homeostasis;
    • Chapter - 11: The ‘state of mind’ system, or moods and arousal;
    • Chapter - 12: The evaluation system: pleasure;
    • Chapter - 13: Personality;
    • Chapter - 14: Social systems and culture;
    • Chapter - 15: Gender differences;
    • Chapter - 16: Let’s put it all together;
    • Chapter - 17: Measuring the brain;
    • Chapter - 18: Increasing our brainpower – using neuroscience effectively by Graham Page;
  • Section - THREE: Creating mischief;
    • Chapter - 19: On creating mischief;
    • Chapter - 20: Buy-ology;
    • Chapter - 21: The elusive subconscious;
  • Section - FOUR: Towards insights;
    • Chapter - 22: Read Montague’s Pepsi Challenge;
    • Chapter - 23: Science: models and measurements;
  • Section - FIVE: Some marketing implications;
    • Chapter - 24: Attention;
    • Chapter - 25: The brand soma;
    • Chapter - 26: Consumer decision making as heuristics;
    • Chapter - 27: Market segmentation;
    • Chapter - 28: Advertising budget, brand life cycle, synapses and brand soma;
  • Section - SIX: My conclusions;
    • Chapter - 29: What this was all about;
    • Chapter - 30: Is the future what it was?



Book Details

  • EAN: 9780749461256
  • Edition: 1
  • Published: 3rd February 2011
  • Hardback
  • Format: 242x162
  • 272 pages

About the Author

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.


Erik Du Plessis


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