Branding Psychology How Brand Provides Intangible Benefits Overshadowing its Tangible Benefits : Vincenzo Nappi : 9798215007174 : 07 Aug 2021 : Numerous studies have shown that people buy feelings and experiences, not things. When you see a cute puppy, certain hormones fill your brain, and you become loving and affectionate. You don't care about the exact hormone process in your brain, but the puppy certainly makes you feel good. There is an intense psychological component to marketing a business or creating a successful brand. In its essence, branding is designing a campaign to induce popularity and loyalty among customers. To do this, one must understand the audience's psychology, giving you the ability to entice consumers who will mentally connect and relate to your brand's identity. Every individual consumer has an entirely separate and possibly stressful life outside of your market. Busy lives mean that consumers do not have the mental bandwidth to consider every product on the