The Consumer Mind, Brand Perception and the Implications for Marketers

The Consumer Mind
Brand Perception and the Implications for Marketers

By Pepe Martínez

The Consumer Mind explores the relationship between consumers and brands, analyzing the types of communication and their perception of brands. With insights based on the latest advances in neuroscience and psychology, it analzes the daily mental functions of consumers, in relation to others and their environment, and the implications for brands.

Chapter 14 discusses brands’ function, their challenges and keys to brand success.

Read Chapter 14: Brands, Communications and the Mind >>


Printed with permission from Kogan Page USA.
 

Pepe Martinez

Copyright © 2012 Kogan Page Limited. All rights reserved.

 

Book Excerpts

"The new generation of talent is not hierarchical, and does not think of their job as work."
— Gord McLean, President and CEO at Advertising Educational Foundation