The Branded Mind: What Neuroscience Really Tells Us About The Puzzle Of The Brain And The Brand

  • 5h 2m
  • Erik du Plessis
  • Kogan Page
  • 2011

The Branded Mind is about how people think, and in particular how people think about brands. Brand choice decisions ultimately take place inside the consumer's head. Neuroscience, then, holds lessons for how consumers respond to brands and make purchasing decisions. Marketers and brand managers should take note.

Erik du Plessis does just that. In this, his second book, du Plessis explores what scientists have uncovered about the structure of the brain and how different parts of the brain interact. He investigates developments in neuroscience and neuromarketing and what lessons this holds for brand managers. What bearing do these developments have on current theories of consumer behavior? How can neuroscience contribute to marketing and brand-building strategies?

Including research by Millward Brown, The Branded Mind touches on key topics such as the nature of feelings, moods, personality, measuring the brain, consumer behavior, decision making, and market segmentation.

About the Author

Erik du Plessis is President of the Johannesburg-based research agency, Impact Information. Impact is now part of the Millward Brown Group, one of the world’s top 10 market research companies (owned by WPP) with 65 offices in 39 countries.

In this Book

  • The Branded Mind—What Neuroscience Really Tells Us About The Puzzle Of The Brain And The Brand
  • Foreword
  • Introduction
  • This Book Is About The Consumer’s Brain
  • The New Paradigm
  • The Brain – The Coming Together Of Disciplines
  • Interpretation, Memory, Experience, Learning
  • Introducing The Rat Brain Robot
  • Feelings
  • The ‘Feeling’ Brain Systems And How They Work
  • The Environmental Awareness System: Emotions
  • The ‘State Of Body’ System: Homeostasis
  • The ‘State Of Mind’ System, Or Moods And Arousal
  • The Evaluation System: Pleasure
  • Personality
  • Social Systems And Culture
  • Gender Differences
  • Let’s Put It All Together
  • Measuring The Brain
  • Increasing Our Brainpower – Using Neuroscience Effectively
  • On Creating Mischief
  • Buy-ology
  • The Elusive Subconscious
  • Read Montague’s Pepsi Challenge
  • Science—Models And Measurements
  • Attention
  • The Brand Soma
  • Consumer Decision Making As Heuristics
  • Market Segmentation
  • Advertising Budget, Brand Life Cycle, Synapses And Brand Soma
  • What This Was All About
  • Is The Future What It Was?
  • References
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