BRANDS AND THE BRAIN: HOW TO USE NEUROSCIENCE TO CREATE IMPACTFUL BRANDS

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SKU: 9780143452614

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Description

  • Pub Date : March 2022
  • Author : Arvind Sahay
  • Publisher : Penguin Business
  • Language : English
  • Binding Type : Paperback
  • Category : Sales & Marketing
  • ISBN : 9780143452614
  • MRP : 399

ABOUT THE BOOK

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.

ABOUT THE AUTHOR

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.

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