The Branded Mind

1. Auflage 2011
ISBN: 978-0-7494-6125-6
Verlag: Kogan Page

Buch, Englisch, 272 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 575 g

The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour. Investigating developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies, The Branded Mind is based on exclusive research by Millward Brown, one of the World's top market research companies. This unique and insightful book covers everything from the nature of feelings, emotions and moods, to consumer behaviour, decision making and market segmentation, and how to use these insights to the benefit of your brand.

Autoren/Hrsg.

Du Plessis, Erik

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

Section - ONE: What it is all about;Chapter - 01: Introduction;Chapter - 02: This book is about the consumer’s brain;Chapter - 03: The new paradigm;Chapter - 04: The brain – the coming together of disciplines;Section - TWO: The decision-making puzzle;Chapter - 05: Interpretation, memory, experience, learning;Chapter - 06: Introducing the rat brain robot;Chapter - 07: Feelings;Chapter - 08: The ‘feeling’ brain systems and how they work;Chapter - 09: The environmental awareness system: emotions;Chapter - 10: The ‘state of body’ system: homeostasis;Chapter - 11: The ‘state of mind’ system, or moods and arousal;Chapter - 12: The evaluation system: pleasure;Chapter - 13: Personality;Chapter - 14: Social systems and culture;Chapter - 15: Gender differences;Chapter - 16: Let’s put it all together;Chapter - 17: Measuring the brain;Chapter - 18: Increasing our brainpower – using neuroscience effectively by Graham Page;Section - THREE: Creating mischief;Chapter - 19: On creating mischief;Chapter - 20: Buy-ology;Chapter - 21: The elusive subconscious;Section - FOUR: Towards insights;Chapter - 22: Read Montague’s Pepsi Challenge;Chapter - 23: Science: models and measurements;Section - FIVE: Some marketing implications;Chapter - 24: Attention;Chapter - 25: The brand soma;Chapter - 26: Consumer decision making as heuristics;Chapter - 27: Market segmentation;Chapter - 28: Advertising budget, brand life cycle, synapses and brand soma;Section - SIX: My conclusions;Chapter - 29: What this was all about;Chapter - 30: Is the future what it was?

Über Autor(innen)

Du Plessis, Erik
Erik du Plessis is CEO of Millward Brown South Africa, and formerly ran his own company, Impact, in South Africa. Both Millward Brown and Impact are well known for their expertise in brand and advertising research. Millward Brown, a global leader in marketing research, is well known for pioneering many of the industry's most innovative research methodologies and techniques to assess and track advertising and brand performance.

Erik du Plessis is Chairman of Millward Brown (South Africa), one of the world's top market research companies with 78 offices in 51 countries. He is also a Visiting Professor at the Copenhagen Business School, and the author of The Advertised Mind , published by Kogan Page.