The Advertised Mind by Erik du Plessis provides a fascinating and fresh
insight into how our brains work and respond to advertising.
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Emotional response is intimately intertwined with decision making, so the way consumers feel about a brand has to be a key element of any brand equity study.
Measures of emotional response are built into Millward Brown’s BrandDynamics™ brand equity framework, and demonstrate the power of emotional associations in generating brand success.
And by understanding the raw associations consumers have with brands, the source of emotional responses can be explored. Then strategies for developing stronger and more positive emotional associations can be put in place.