Sahay, Arvind
Brands & the brain : how to use neuroscience to create impactful brands / Arvind Sahay. - Gurugram : Penguin Random House ; 2022. - viii, 352 pages : ill; 22 cm. - IIMA business books series .
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. https://penguin.co.in/book/brands-and-the-brain/
9780143452614
Neuroscience
Business --Neuroscience
Brands --Business
658.407124 / SAH
Brands & the brain : how to use neuroscience to create impactful brands / Arvind Sahay. - Gurugram : Penguin Random House ; 2022. - viii, 352 pages : ill; 22 cm. - IIMA business books series .
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. https://penguin.co.in/book/brands-and-the-brain/
9780143452614
Neuroscience
Business --Neuroscience
Brands --Business
658.407124 / SAH