Brands and the Brain: How to Use Neuroscience to Create Impactful Brands (Paperback)

Brands and the Brain: How to Use Neuroscience to Create Impactful Brands By Arvind Sahay Cover Image

Brands and the Brain: How to Use Neuroscience to Create Impactful Brands (Paperback)

$16.95


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 analyzes 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.
Arvind Sahay is professor of marketing and international business; Prof. M.N. Vora Chair in marketing and entrepreneurship; chair, India Gold Policy Centre; chair, marketing area; and chair, NSE Centre for Behavioral Science at the Indian Institute of Management Ahmedabad. Prof. Sahay completed his PhD from the University of Texas, Austin. He obtained his MBA from the Indian Institute of Management Ahmedabad. Prof. Sahay also holds a degree in chemical engineering from the Indian Institute of Technology Kanpur.
Product Details ISBN: 9780143452614
ISBN-10: 0143452614
Publisher: India Portfolio
Publication Date: April 25th, 2022
Pages: 304
Language: English