Brands & the brain : how to use neuroscience to create impactful brands / Arvind Sahay.
Material type:
TextLanguage: English Series: IIMA business books seriesPublisher: Gurugram : Penguin Random House ; 2022Description: viii, 352 pages : ill; 22 cmISBN: 9780143452614Subject(s): Neuroscience | Business -- Neuroscience | Brands -- BusinessDDC classification: 658.407124 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. https://penguin.co.in/book/brands-and-the-brain/
| Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
| Books | Institute of Public Enterprise, Library S Campus | 658.407124 SAH (Browse shelf) | Available | 46699 | |
| Books | Institute of Public Enterprise, Library S Campus | 658.407124 SAH (Browse shelf) | Available | 46609 |
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/
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