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23plusone was sponsored by Achmea, Delta Lloyd, FrieslandCampina, and Sara Lee.

We also thank ‘The Brand Appeal Club’ for their critical view and support: Nico Frijda, Giep Franzen, Joost Galjart, Wienke Gelink, Ivo Grupping, Mylene Heystek, Diana Jianu, Jeroen Kemperman, Louise Meijer, Marjolein Moorman, Koen van Niftrik, FransJan van Rongen, Dirk Sikkel, Jochum Stienstra, Linda Teunter, Tijs Timmerman, Jos Vervoort, Tjaco Walvis. Curious to find out the things you find most important in your life? And how this relates to other people? Create your personal 23plusone profile on For more information about 23plusone, contact the authors:, +31(0)622973804, +31(0)653801287 Follow 23plusone on twitter: For more information on BR-ND, check the website: Or contact:, +31(0)356251010 Follow BR-ND on twitter:

© 2010


23plusone: a scientific study on brand appeal  

Brands are wonderful phenomena. Located in our brain, they evoke all kinds of associations. These can be functional, describing the product...