ABSTRACT
The learning helps provide deeper insight into why the brand building process is valid. The branding process incorporates positive psychology to gain insight into people’s desired experiences, i.e., what they wish to happen in the future to realize their hopes and dreams. Neuroscience is beginning to understand why and how humans create meaning. The human brain is considered the most complex organ ever created and is the least understood by science. Harvard University has created the Brain Science Institute to unite all brain science research under one umbrella, believing that brain research will yield more fruitful new knowledge than any other field of study. Neuroscience hypothesizes that the brain is a hierarchical system and the highest parts of the brain, developed late in evolution, seek to manage the lower parts of the brain that house emotion and memory.
