The Consumer Mind: Brand Perception and the Implications for Marketers

The Consumer Mind explores the relationship between consumers and brands, analysing 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 analyses the daily mental functions of consumers, in relation to others and their environment, and the implications for brands. The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way that their brands are perceived and to encourage trial and repeat purchases.

“View an excerpt of Chapter 14 listed on the Advertising Education Foundation website”

"In this book Pepe Martinez uses everyday examples to explore how instincts, impulses and cognition combine to determine our reaction to the world around us. He brings together the world experienced through the senses and the world as understood by the mind, and explores how the two create meaning, the mental significance that empowers brands and makes them valuable." --Nigel Hollis Executive Vice President and Chief Global Analyst, Millward Brown USA

"...essential reading for everybody who is interested in how the latest developments in science have influenced today's marketing practice." --Pawel Ciacek, Head of Neuroscience Practice, Millward Brown Europe

"Pepe Martinez not only presents an intriguing discussion of the applications of neuromarketing, he offers important insights into the way in which successful brands make a strong rational and emotional connection with the human mind. This book will be an eye-opening learning experience for marketing practitioners and students alike." --ForeWord Reviews

"[U]ses a blend of theory and real world examples to illustrate how the latest developments in neuroscience could benefit the work of marketing practitioners worldwide." --BrandUniq

Pepe Martinez is the Managing Director of Millward Brown, Iberia. He holds a degree in Psychology from the Complutense University, Madrid (UCM) and he has been working in marketing research for nearly 30 years. Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research.

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