Week 7- The Psychology of Branding PDF
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Uploaded by UpbeatExtraterrestrial
2024
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This document discusses the psychology of branding, including consumer perception, branding and memory, and neuromarketing. It covers topics like visual identity, emotions, and cultural context, and how every interaction with a business affects the relationship with the target audience.
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Brand 1 Management Week 7- The Psychology of The Psychology of Branding Branding Wednesday, Consumer Perception Branding & Memo...
Brand 1 Management Week 7- The Psychology of The Psychology of Branding Branding Wednesday, Consumer Perception Branding & Memory Oct 15, 2024 Neuromarketing 2 Consumer Perception in Branding Perception is how consumers view and interpret a brand based on sensory information. Consumers are influenced by: The Psychology of Branding ○ Visual identity ○ Emotions ○ Cultural Context. Every potential interaction with your business has an impact on your relationship with your target audience. The Psychology of Branding 3 4 Why are brand touchpoints important? The Psychology of Branding 5 BRANDING & CONSUMER Memory plays a pivotal role in branding, determining MEMORY recall and recognition. Types of memory: Short-term vs. Long-term. The Psychology of Branding How strong brand elements (colors, logos, slogans) create lasting impressions. ? What is Neuromarketing The Psychology of Branding 7 8 The Psychology of Branding studies the brain to predict and potentially even manipulate consumer behavior and decision making. Techniques: Eye-tracking, EEG, fMRI used to measure emotional and cognitive responses.
