How channel innovation accelerates brand development. Avoiding myopia when looking at retail brands

Lluís Martínez Ribes

How channel innovation accelerates brand development. Avoiding myopia when looking at retail brands

Lluís Martínez Ribes

Producció científica: Contribució a una conferència › Contribució

Resum

In today's market economy the aim of branding is to gain customers' preference by providing them with a given sense, while increasing the company's profitability. It has been proven by neuroscience that brands with an emotional sense are those rooted in the limbic system, the unconscious part of the brain, while brands anchored in reasons are located in the cortex. Since emotions are information impacting the body (Serrano, 2008), strong brands are those creating visible somatic effects.

Idioma original	Anglès
Estat de la publicació	Publicada - 9 d’abr. 2010
Esdeveniment	6th International Conference of the Academy of Marketing's Brand, Identity and Corporate Reputation SIG - Durada: 9 d’abr. 2010 → 11 d’abr. 2010

Conferència

Conferència	6th International Conference of the Academy of Marketing's Brand, Identity and Corporate Reputation SIG
Període	9/04/10 → 11/04/10

Com citar-ho

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M3 - Contribution

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How channel innovation accelerates brand development. Avoiding myopia when looking at retail brands

Resum

Conferència

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