The Consumer Mind: Brand Perception and the Implications for Marketers

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9780749465704: The Consumer Mind: Brand Perception and the Implications for Marketers
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The Consumer Mind explores the relationship between consumers and brands, analyzing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyzes the environment, and the implications for brands. 

The book features global-level analysis of 100 top brands (including Apple, Google, McDonald's, Coca-Cola, Facebook, Blackberry, Fedex and Dolce & Gabbana), conducted in 30 countries across the globe and based on feedback from more than two million interviews. 

The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way in which their brands are perceived and to encourage trial and repeat purchases.

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Book Description:

Topical investigation of the relationship between neuroscience, brands and consumers

About the Author:


Pepe Martínez
is the Managing Director of Millward Brown Iberia. He was previously the head of Euroqual, the European qualitative research network and has won four awards from the Spanish Marketing Research Society, AEDEMO, for his work. He gives frequent lectures throughout Europe at universities, business schools and marketing forums on the relationship between young consumers and brands, social media and qualitative research.

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