Tackling the marks from the brain processes perspective.

      Аннотация: Trademarks have been understood in the traditional way for a long time, therefore we have not been able to comprehend the phenomena in its full extension. This book although brief allows us to change our perspective on brands and how do they work at a cognitive level. Either from the angle of the consumer or the producers the idea of understand and manipulate the marks from the brain processes is very attractive and it holds a new whole level of interaction between consumers, producers and market.

Ключевые слова: apprehension, Brands, heuristics, LIKELIHOOD OF CONFUSION, trademarks