The Branded Mind: What Neuroscience Really Tells Us About the Puzzle of the Brain and the Brand

by Erik Du Plessis

Overview

The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour.

Investigating developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies, The Branded Mind is based on exclusive research by Millward Brown, one of the World's top market research companies. This unique and insightful book covers everything from the nature of feelings, emotions and moods, to consumer behaviour, decision making and market segmentation, and how to use these insights to the benefit of your brand.

Product Details

ISBN-13:	9780749461256
Publisher:	Kogan Page, Ltd.
Publication date:	02/22/2011
Pages:	272
Product dimensions:	6.30(w) x 9.30(h) x 1.00(d)

About the Author

Erik du Plessis is Chairman of Millward Brown (South Africa), one of the world's top market research companies with 78 offices in 51 countries. He is also a Visiting Professor at the Copenhagen Business School, and the author of The Advertised Mind, published by Kogan Page.

Table of Contents

* Section - ONE: What it is all about; ** Chapter - 01: Introduction; ** Chapter - 02: This book is about the consumer’s brain; ** Chapter - 03: The new paradigm; ** Chapter - 04: The brain – the coming together of disciplines; * Section - TWO: The decision-making puzzle; ** Chapter - 05: Interpretation, memory, experience, learning; ** Chapter - 06: Introducing the rat brain robot; ** Chapter - 07: Feelings; ** Chapter - 08: The ‘feeling’ brain systems and how they work; ** Chapter - 09: The environmental awareness system: emotions; ** Chapter - 10: The ‘state of body’ system: homeostasis; ** Chapter - 11: The ‘state of mind’ system, or moods and arousal; ** Chapter - 12: The evaluation system: pleasure; ** Chapter - 13: Personality; ** Chapter - 14: Social systems and culture; ** Chapter - 15: Gender differences; ** Chapter - 16: Let’s put it all together; ** Chapter - 17: Measuring the brain; ** Chapter - 18: Increasing our brainpower – using neuroscience effectively by Graham Page; * Section - THREE: Creating mischief; ** Chapter - 19: On creating mischief; ** Chapter - 20: Buy-ology; ** Chapter - 21: The elusive subconscious; * Section - FOUR: Towards insights; ** Chapter - 22: Read Montague’s Pepsi Challenge; ** Chapter - 23: Science: models and measurements; * Section - FIVE: Some marketing implications; ** Chapter - 24: Attention; ** Chapter - 25: The brand soma; ** Chapter - 26: Consumer decision making as heuristics; ** Chapter - 27: Market segmentation; ** Chapter - 28: Advertising budget, brand life cycle, synapses and brand soma; * Section - SIX: My conclusions; ** Chapter - 29: What this was all about; ** Chapter - 30: Is the future what it was?

What People are Saying About This

From the Publisher

[T]he result of very considerable thought, but thought that has been influenced by the author's digestion of a massive battery of empirical work, in addition to many examples from his long experience as an innovative market researcher." - John Philip Jones, Emeritus Professor at Syracuse University 

"Du Plessis...provides an illuminating glimpse into the "black box" of consumer behavior...the author presents research findings to suggest that neuroscience has enough practical substance to warrant exploration of how it might help marketers design strategies that result in more individually tuned consumer value and satisfaction... Summing Up: Recommended." —Choice Magazine

"The Branded Mind...provides a fine survey of how neuroscience research affects market research techniques, and how it can learn from established business routines… explores recent studies and findings in both neuroscience and business, making this a pick for both types of college-level collections.” –Midwest Book Review

“…[The Branded Mind] will generously reward those who read it with great care… With both rigor and eloquence, [Erik Du Plessis] explains why emotions are not in conflict with rational behavior; indeed, they cause rational behavior.  For those who are eager to understand the consumer brain and the decision-making process it tends to follow, this insight is of incalculable value… It is a brilliant achievement.” –Robert Morris 

Recommended by CEO Refresher!

"... provides an in depth and contemporary analysis of how people think, and how that relates to branding...those in search of a rich and comprehensive understand of neuromarketing should look no further." — brandchannel.com 

See an excerpt on the American Educational Foundation website!

"...[A] fascinating ride into one of the last uncharted areas of the body... This book will be an incredibly useful and beneficial addition to the knowledge of the brain and how traders can exploit its functions." -  — Will Roney, Startup Business Book Reviews

Editorial Reviews

"[T]he result of very considerable thought, but thought that has been influenced by the author's digestion of a massive battery of empirical work, in addition to many examples from his long experience as an innovative market researcher." —John Philip Jones, Emeritus Professor at Syracuse University 

"Du Plessis...provides an illuminating glimpse into the "black box" of consumer behavior...the author presents research findings to suggest that neuroscience has enough practical substance to warrant exploration of how it might help marketers design strategies that result in more individually tuned consumer value and satisfaction... Summing Up: Recommended." —CHOICE

"The Branded Mind...provides a fine survey of how neuroscience research affects market research techniques, and how it can learn from established business routines… explores recent studies and findings in both neuroscience and business, making this a pick for both types of college-level collections.” —Midwest Book Review

“…[The Branded Mind] will generously reward those who read it with great care… With both rigor and eloquence, [Erik Du Plessis] explains why emotions are not in conflict with rational behavior; indeed, they cause rational behavior.  For those who are eager to understand the consumer brain and the decision-making process it tends to follow, this insight is of incalculable value… It is a brilliant achievement.” —Robert Morris 

"... provides an in depth and contemporary analysis of how people think, and how that relates to branding...those in search of a rich and comprehensive understanding of neuromarketing should look no further. " —brandchannel.com 

"...[A] fascinating ride into one of the last uncharted areas of the body... This book will be an incredibly useful and beneficial addition to the knowledge of the brain and how traders can exploit its functions." -  —Will Roney, Startup Business Book Reviews 

"du Plessis brings an even more focused treatment to the topic of neuromarketing… He breaks his fairly dense material into brief chapters, so you can pick and choose according to your interests, ranging from cognitive science to branding, with many intriguing stops in between. getAbstract recommends du Plessis's research, insights and engaging questions to marketing professionals and to readers interested in decision making, advertising, neuroscience and neuromarketing." —getAbstract

From the Publisher