The Branded Mind

The Branded Mind is about how people think, and in particular how people think about brands. The publisher describes it as an exploration of what is known about the structure of the brain and how its different parts interact, followed by a demonstration of how that knowledge relates to current marketing theories of consumer behaviour. It investigates developments in neuroscience and in neuromarketing, and asks what brain science can genuinely contribute to marketing and brand-building strategy, which makes it as much an assessment of the field's claims as an application of them. The book is based on research carried out by Millward Brown, one of the world's largest market research companies, which distinguishes it from accounts built only on published laboratory findings. Its structure moves from an opening section on the consumer's brain, a new paradigm, and the convergence of separate disciplines on the study of the brain, into a second section on what the author calls the decision-making puzzle, which takes up interpretation, memory, experience and learning. The argument is that decisions about brands are better understood through how the brain actually handles information than through models that assume deliberate comparison.

Written from the publisher's page for the book at Kogan Page.

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