The Branded Mind

Enhanced descriptions from Syndetics:

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.

Reviews provided by Syndetics

CHOICE Review

The Branded Mind discusses how brain science can help marketers better understand buyer behavior, especially the emotions and human feelings that help define an individual's persona and ultimately the process of selecting products and brands from an often bewildering array of options. Du Plessis (CEO, Millward Brown South Africa; The Advertised Mind, CH, Dec'05, 43-2302) provides an illuminating glimpse into the "black box" of consumer behavior. By exploring elements such as needs, perception, attitudes, motivation, and personality, the author presents research findings to suggest that neuroscience has enough practical substance to warrant exploration of how it might help marketers design strategies that result in more individually tuned consumer value and satisfaction. Segmentation, targeting, and positioning, often called the "heart of modern marketing," are three aspects that can benefit most from the ideas presented in the book. For example, understanding the heuristics for each segment allows marketers to make a reasoned judgment on which segments are most attractive (e.g., substantial and actionable) and offer the greatest opportunities. Above all, consumer behavior is learned behavior, and this book helps to show how consumers learn about the marketplace. Summing Up: Recommended. Graduate students and above. N. A. Govoni Babson College