Tabla de Contenidos: “…Cover -- Title Page -- Copyright Page -- Dedication -- Contents -- PART ONE HOW BRAIN SCIENCE IS REVOLUTIONIZING BRANDING -- CHAPTER 1 Brands That Rock -- CHAPTER 2 Beyond the Illusions of the Past -- CHAPTER 3 Right Between Your Ears -- PART TWO COGNITIVE BRANDS: DESIGN -- CHAPTER 4 Brands That Work the Way the Brain Does -- CHAPTER 5 Brand Vibes: Tugging at the Heartstrings -- CHAPTER 6 Brand Sense: Using System 1 Easers to Go with the Flow -- CHAPTER 7 Brand Sense: Using System 2 Deliberators to Form New Brand Loyalties -- CHAPTER 8 Brand Resolve: A Mantra for Happiness -- CHAPTER 9 For the Love of Kids -- CHAPTER 10 Brands with Purpose -- PART THREE COGNITIVE BRANDS: EXECUTION -- CHAPTER 11 Tales from the Trenches-Brand Execution -- CHAPTER 12 Brand Sensations -- CHAPTER 13 Minding Your Manners -- CHAPTER 14 Where Do We Go from Here? …”

Tabla de Contenidos: “…Long-term Memory -- Encoding and Information Retention -- Retention and Long-term Memory -- Retrieval of Information -- Other Aspects of Retrieval: -- Split-Brain Theory -- Touch of Reality -- Old Brands and New Communication - Applying Learning Theories -- Strengths of Brand Associations -- Chapter 6: The Role of Motivation and Personality Dimensions in Brand Associations -- Multiplicity of Needs -- Types of Goals -- Extrinsic and Intrinsic Needs -- Perceived Contradictory Motivators -- Self-Concepts and their Implications -- Inner-directedness and Other-directedness -- Personality Traits and their Applications -- Consumer Innovativeness -- Ethnocentrism -- Optimum Stimulation Level -- Dogmatism -- Importance of Cognition -- Personality and Need for Variety -- Interpersonal Influence -- Self-Image and Possessions -- Brand Personality-Lessons from Indian Brands of the Yesteryear -- Brand Lifecycle and Brand Personality -- Box 6.1 Research on the Impact of Personality -- Self-expression and Emotion -- Touch of Reality -- Brand Personality and Self Concepts -- Chapter 7: Attitudes and Their Impact on Branding Strategies -- Linkages in Attitude Formation -- Marketing Implications -- Multi-components in attitudes -- How are Attitudes Formed -- Role of Beliefs in Attitude Formation -- Types of Influence on Attitude Formation -- Attitude towards Product Categories/Brands -- Changing the Basic Motivational Function -- Association with Events: -- Dealing with Conflicting Attitudes: -- Changing the Relative Evaluation of Attributes: -- Changing Brand Beliefs: -- Using a New Attribute Brand: -- Overall Attitude towards the Brand: -- Focusing on Competitive Brands: -- The Elaboration Likelihood Model (ELM) -- Ideal Point Model -- Implications of the Model: -- Touch of Reality -- Attitudes Matter in an Emerging Market -- Caselet…”