Surprise! Our brains enjoy more well-known brands than those that are lesser known.

That’s part of the takeaway from an article by HealthScout titled “Popular Brands May Brand the Brain.”

Better-known brands stirred up areas of the brain’s cortex and elsewhere that are “involved in positive emotional processing and associated with self-identification,” Born said. This activity was specific to the better-known brands and occurred independently of the category of product — cars or insurance plans.

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Besides demonstrating that strong branding does matter, neurologically speaking, the fMRI results “suggest that a benchmark test for strong vs. weaker brands is possible,” Born said. That could open the way to further research into what makes great brands great. “Further investigations are necessary to define in detail the conditions for optimal branding,” she said.

Since we don’t have any “real-time functional MRI (fMRI)” machines laying around here at PRpulp, we’ll have to rely on the other resident brand man, Donny Deutsch for insight.

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This entry was posted on Wednesday, November 29th, 2006 at 1:40 pm and is filed under Design, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.