Abstract
The book “Branding with Brains” approaches its target customers with a practical perspective. Author attempts to take a more fundamental look into brand management. Branding here is approached with a neuroscientific purview but the findings are unambiguous and are catered in the most simplified manner. This work thoroughly emphasizes that decision making happens in the subconscious part of the brain. An attempt has been made to bridge the gap between the economic significance of brands and the professionalism of the field. Book starts with the idea that branding is about what the brand commits and delivers. The author is of the view that instead of only making a presence in the market space, the strategy should be to foster engagements through relevant creative content. The core solution to branding put forward by the writer is a balanced and chronological unification put through- “Relevance-Coherence-Participation”.
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