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​Brands and the brain: how to use neuroscience to create impactful brands

By: Material type: TextTextPublication details: Penguin Random House India Pvt. Ltd. Haryana 2022Description: 352 pISBN:
  • 9780143452614
Subject(s): DDC classification:
  • 658.827 SAH
Summary: It is evident that some of the most powerful brands are deeply embedded in our unconscious emotions and memories. The purpose of this book is to develop an understanding of the link between the human brain and brand management principles as well as activities. It will educate readers about brain-operating principles and their impact on how humans perceive brands. The book also analyses how modern brands are created by leveraging brain functioning. In a nutshell, the book explains the indispensable role that the human brain plays in creating, sustaining and rejuvenating brands.
List(s) this item appears in: Marketing | Hindi Books
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Item type Current library Collection Call number Copy number Status Date due Barcode
Book Book Indian Institute of Management LRC General Stacks Marketing 658.827 SAH (Browse shelf(Opens below)) 1 Available 002453

It is evident that some of the most powerful brands are deeply embedded in our unconscious emotions and memories. The purpose of this book is to develop an understanding of the link between the human brain and brand management principles as well as activities. It will educate readers about brain-operating principles and their impact on how humans perceive brands. The book also analyses how modern brands are created by leveraging brain functioning. In a nutshell, the book explains the indispensable role that the human brain plays in creating, sustaining and rejuvenating brands.

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