- Paperback: 488 pages
- Publisher: NTC Publications (5 April 2001)
- Language English
- ISBN-10: 1841160814
- ISBN-13: 978-1841160818
- Product Dimensions: 24 x 17.2 x 3.4 cm
- Average Customer Review: 4.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 693,395 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Synopsis
How neuropsychology affects brand management and research
From the Back Cover
The Mental World of Brands provides a compelling new startpoint for developing new and better relationships between brand and consumer. It asks: how does the brain work? How does it form memories and associations, and how can we make best use of this knowledge to leverage brands and protect and expand market share?
The book shows how awareness is generated, how people put meanings to brands, and the importance of memory, emotion and language. It also discusses the use of brand research, not just as a separate academic area, but as an important part of the brand representation process.
* Part One takes you to the caverns of the brain and provides a framework for the study of perception, learning, memory and recollection.
* Part Two describes the brand-related information that is stored on people's memories. It examines brand awareness, brand meanings, brand emotions, positioning, brand attitudes and brand relationships.
* Part Three is a practical overview of research techniques and how these can be applied specifically to brand representations.
This important book offers a well-constructed approach to brands and branding, and is vital reading for advertising and marketing professionals, marketing academics and everyone involved with brand research.
From the Foreword by Wendy Gordon 'We try to look for new nuggets of insight about the 'consumer-brand relationship' in the same over-mined hole in the earth. Giep Franzen's book guides us to a fertile and exciting new place to dig.'
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Paperback
For the non technical reader this may be a difficult book to digest but the authors have done their best to explain the structure and workings of the brain and how we all process information, through our subconscious to the more rational areas of our brains.
The sheer beauty and complexity of the brain is also neatly summarised!
I found the first few chapters best, with many quotable quotes!
May be a bit too worthy for the average reader but if you want to get in the heads of consumers, read this book.
The sheer beauty and complexity of the brain is also neatly summarised!
I found the first few chapters best, with many quotable quotes!
May be a bit too worthy for the average reader but if you want to get in the heads of consumers, read this book.
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