Markengestaltung aus ökonomischer und neurowissenschaftlicher Sicht

Coca-Cola, Milka, Lindt, and many similar brands are familiar terms for almost everyone. What is the reason that Coca-Cola, for example, is consumed so widely around the world, even though it is an unhealthy sugary drink? How can it be that products offering the same benefits as well-known brand products do not reach such a large customer base? This book highlights key aspects that are essential for successful brand development. It also examines both theoretically and empirically what distinguishes strong brands from weak ones, focusing exclusively on the food sector. The subconscious often plays a crucial role in purchasing decisions. Therefore, this book presents not only the most important economic perspectives but also neuroscientific approaches to brand development. The latter represents a very exciting and still relatively young scientific discipline that allows for much interpretation regarding consumer behavior.