Revistes Catalanes amb Accés Obert (RACO)

La emoción y la razón en la estructura del pensamiento estratégico publicitario

Omar Muñoz Sánchez

Resum


Communication strategies constantly face new challenges to connect consumers with brands. Technological advances, changing markets and the fragmentation of public companies mean that we have to seek new ways to innovate in these processes. Brands are converted into equity, which in many cases is incalculable for companies. This is why the new advances in disciplines such as neuroscience can help us understand how the consumer establishes links with brands and know whether these links are durable or not. Knowing this will help planners to develop strategies for differentiating accounts.

KEY WORDS: neuromarketing, cognitive psychology, strategy, strategic thinking, branding.

PALABRAS CLAVE: neuromarketing, psicología cognitiva, estrategia, pensamiento estratégico, marca.

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ISSN paper: 1138-3305. ISSN electrònic: 2340-5007

Facultat de Comunicació Blanquerna. Universitat Ramon Llull.