Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design

Gesa Lischka (), Steffen Schmidt () and Jonathan T. Mall ()
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Gesa Lischka: Kochstrasse – Agentur für Marken GmbH
Steffen Schmidt: LINK Marketing Services AG
Jonathan T. Mall: neuroflash GmbH

A chapter in Neuromarketing in Business, 2022, pp 29-41 from Springer

Abstract: Abstract Powerful brands have created strong and deep associations in the minds of consumers. Adapting and enhancing brand knowledge to improve mental availability is an efficient approach for long-term brand growth. Indeed, brands exist in consumers’ memories as stored experiences for future consumption opportunities. Therefore, a brand that is not memorized in consumers’ minds is an empty shell, interchangeable, invisible, and de facto nonexistent from a marketing perspective. This chapter presents a case study to show how advanced methods and evidence-based insights from neuromarketing and causal analysis can be used to transform a strong brand into an even stronger brand.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-658-35185-4_3

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DOI: 10.1007/978-3-658-35185-4_3

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