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Logeion 13 February 2012

Alexander Koene on Emotive Branding & fMRI scanning

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Transcript of Logeion 13 February 2012

Brain scanning Emotive branding & brain scanning BRAND
A BRAND
B BRAND
C Kim Cramer PhD
Alexander Koene Prof. Nico Frijda 23plusone
NEW BRAND
CASE Logeion, 13 februari 2012 Brand Esthetics? Stopping
power? Competitive
advantage? Emotive
meaning? Cognitive
meaning? Linguistics? Brand
architecture? Intellectual
Property? Associative
potential? Simplification? ? ? ? ? ? ? ? Client focus
groups Employee focus
groups Quantitative
interviews Trademark
registers
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