The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand
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.
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Part Two The decisionmaking puzzle
Part Three Creating mischief
Part Four Towards insights
Part Five Some marketing implications
Part Six My conclusions
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