Brands and the Brain: How to Use Neuroscience to Create Impactful Brands

by Arvind Sahay

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.

360 pages, Paperback

Published April 25, 2022

Reviews

[Vadassery Rakesh · Rating 4 out of 5]

Book I accidentally saw in Chennai airport and was picked up as a quick read, ended up as a detailed exercise and also a thought-provoking one. Author has put herculean efforts in writing this book and deserves to be lauded for that. It starts with mapping of the brain which evoked no interest in the marketer in me. But those details were needed for the book to be wholistic in nature. But further down the book was a marketer's delight. Someday I look forward to start a neuro-marketing consultancy. Thanks to this great book.

[Prasanna Bhagavatula · Rating 5 out of 5]

Excellent book, densely packed with insights and stories. Professor from IIM Ahmedabad exceeds even the expectations of the IIM class. This is going to propel many researches and many start up ideas. Big fan, once and for all!