The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand

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Kogan Page Publishers, Feb 3, 2011 - Business & Economics - 272 pages
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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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Contents

Part Two The decisionmaking puzzle
23
Part Three Creating mischief
143
Part Four Towards insights
161
Part Five Some marketing implications
171
Part Six My conclusions
235
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About the author (2011)

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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