Chapter 1 Notes : Introduction to Brand and Brains

Branding – act of promoting the a product or a company in the minds of customers. Goes beyond
just a logo or graphic element. Brand is the way a customer perceives the product or a company, it is
the lived experience of the customer and exists in the minds of the customer.

Brand’s doesn’t just happen, they are built over time with the careful strategic plan well
implemented over a time with countless hour of efforts to figure out how brand is portrayed to
target customers.

Building brand provides incredible value to the companies and corporations.

What brand does?

1. Enables Recognition : Recognition helps customer feel at ease while purchasing the brand’s
product or services
2. Differentiates from competitors: with little difference in intrinsic value of the product or
services brand plays significant role as a differentiator
3. Vehicle to capture consumer preference: Consumer likely to buy brands they like
4. Reflects core ideas and values of the business: Consumer experience of brand tells what
kind of company is i.e. what are core values and expertise etc.
5. Brands at top of brand rung (formed relationship with the consumer) act as a referral:
People talk about the brand they love and influence others. A strong brands drive traffic to it
through its followers
6. Brand is a promise to customer: A strong brand will provide value to the organisation well
beyond its physical assets. Marketing material, employees, product, experience, service etc.
all are brand and the perception and pattern it creates in the minds of customer is a brand.
When a company is clear in positioning its brand and value to customer and is able to deliver
on the promise of the brand it sees tremendous gains and earns brand loyalty and hence last
and prosper longer

Brand and Brain:

Existing traditional marketing research methods can be augmented / supported by
neuroscience and neuro-marketing efforts. This will help brands to get into psyche of
consumers and design effective strategy to build and manage successful brands.
The book delve into brain principles and how they are affected by brand, what goes inside
the brain when we think and feel about a brand.
Chapter2 – Brain Structure and Brain Principles
Chapter3- Decision making process in brain
Chapter4-Brand in Brain
Chapter5- Diagnosing nature of brand steps to build brand
Chapter6- Sustain and Rejuvenate brand
Chapter7- Brand on social media
Chapter8 – Brand Value for firm
Chapter9 – Organisation Structure to deliver brand in brain
Chapter10- Neuro-marketing Tools and Measurements in managing brands

Brand and Brains