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Innovation and Best Practice
for Business Success

Established 1967



The Branded Mind

The Branded Mind

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

Erik Du Plessis

£24.99

The Branded Mind investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies. Including research by Millward Brown, it investigates topics such as, personality, measuring the brain, 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, explains how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour. 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 behaviour and decision making and market segmentation.


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
  • Dimensions: 234x156
  • 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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