The Mental World of Brands provides a compelling new startpoint for developing new and better relationships between brand and consumer. It asks: how does the brain work? How does it form memories and associations, and how can we make best use of this knowledge to leverage brands and protect and expand market share?
The book shows how awareness is generated, how people put meanings to brands, and the importance of memory, emotion and language. It also discusses the use of brand research, not just as a separate academic area, but as an important part of the brand representation process.
* Part One takes you to the caverns of the brain and provides a framework for the study of perception, learning, memory and recollection.
* Part Two describes the brand-related information that is stored on people's memories. It examines brand awareness, brand meanings, brand emotions, positioning, brand attitudes and brand relationships.
* Part Three is a practical overview of research techniques and how these can be applied specifically to brand representations.
This important book offers a well-constructed approach to brands and branding, and is vital reading for advertising and marketing professionals, marketing academics and everyone involved with brand research.
From the Foreword by Wendy Gordon
'We try to look for new nuggets of insight about the 'consumer-brand relationship' in the same over-mined hole in the earth. Giep Franzen's book guides us to a fertile and exciting new place to dig.'
About the Author
Giep Franzen is professor in Commercial Communication at the Communication Sciences Department of the University of Amsterdam. He co-founded the advertising firm Franzen, Hey & Veltman, which became the FHV/BBDO agency, and was chairman of the board of BBDO Nederland until 1990. Giep Franzen has published extensively, including the book Brands and Advertising.
Margot Bouwman graduated as a Communication Sciences major at the University of Amsterdam. She started work at Giep Franzen & Company, and is now a strategy planner at the advertising agency Lowe Kuiper & Schouten.
