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Markenpsychologie
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Im Rahmen der Consumer-Neuroscience-Forschung haben Markenwahl-Experimente mit funktioneller Magnetresonanztomografie zu berraschenden Ergebnissen gefhrt und gezeigt, dass die Wirkung der Marken immer noch im Dunkeln liegt. Die neuesten Erkenntnisse der psychologischen Markenforschung basieren auf neuropsychologischen und tiefenpsychologischen Anstzen, die Gert Gutjahr in seinem Buch vorstellt. Sein Fazit: Starke Marken entstehen durch Brain Branding. Sie existieren als Brain Script im Gehirn, sind also an neuronale Prozesse gekoppelt. Nur eine transdisziplinre Betrachtung kann zum richtigen Markenverstndnis fhren. (Prof. Dr. Dieter Ahlert, Marketing Center Mnster).
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