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

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.