Abstract:

Advances in brain science now make it possible to measure a brand's impact on consumers' unconscious emotions and decisions. This presentation shows how these advances can be translated into real-world services for brand equity and brand management strategies. A revolutionary approach to brand equity and management, Brain Branding, is presented. Case studies show how brand management strategies can directly benefit from brain imaging's ability to measure a brand's impact on consumers, providing not merely new actionable metrics but a new language for emotional branding, offering new validations for brand management and measures of marketing ROI.