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.
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