The Buying Brain: Secrets for Selling to the Subconscious Mind by A. K. Pradeep

Author:A. K. Pradeep [Pradeep, A. K.]
Language: eng
Format: epub, pdf
Tags: Business & Economics, General, Consumer Behavior, Psychological aspects, Marketing, Sales & Selling, Shopping, Neuromarketing
ISBN: 9780470601778
Publisher: John Wiley and Sons
Published: 2010-08-09T04:00:00+00:00

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June 7, 2010

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Printer Name: Courier Westford, Westford, MA

The Buying Brain and Brands

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Figure 12.1

The Brand Essence Framework Core and Outer Dimensions.

Source: NeuroFocus, Inc.

Is it the smell, the taste, a visual element? Focus on these so that the brain enjoys instantly placing this beloved friend in long-term memory repeatedly.

New Brands: Because a new brand is an unknown, focus on Benefits and Function if it is a new commodity brand and Benefits and Feelings if it is a new luxury brand.

Commodity Brands: Commodities should score highest on Form, Function, and Benefits. Commodities engage the brain on a practical level, stimulating a great deal of our rational cognitive processes. For commodity brands, the brain does not waste time evaluating nuances of style or engage in intensive neurological processes to assess how others in the social group would view the person using the brand. The brain asks, Is it useful? Practical? Does it meet my needs?

Luxury Brands: Luxury brands command premium pricing. In order for the brain to consider, rationalize, and commit to paying a high price, a great deal of emotional response is needed to enable the rational thought process that justifies such expenditure. Whether it’s $25 for lip gloss, or $75,000 for a car, the brain must have a compelling emotion centered behind that purchase. Feelings, Values, and Metaphors are the brand attributes driving emotion. These must

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