- Based on extensive and exclusive research from Millward Brown - one of the top market research companies globally
- Investigates the advances in neuroscience and psychology, and the effect these have on marketing theories and results
- Explores consumer behaviour and the implications for brands, including decision making and insights for market segmentation
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.
Key features at a glance
EAN: 9780749461256
Edition: 1
Published:
Format: 242x162
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 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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