The stimulation of the right side of the brain in market and brand image research

Date of publication: September 1, 1987

Author: Hubert Jaoui


This text is based on the double brain theory and its importance in the research about brand image. After having developed the role of the image in marketing and communication, several techniques are revealed. The accent is put on the exploitation of the research obtained through this new approach. The global scheme of the Image Prospective Balance is presented finally.

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