Thorsten Möll simulates the development of strong brands through learning processes by analyzing unknown brands, low-emotional brands, and high-emotional brands using functional magnetic resonance imaging (fMRI). He demonstrates that the three brand categories activate different regions of the brain. He was awarded the Science Prize of the German Marketing Association in 2008 (1st place), the Prize of the German Market Research in the category of Young Researcher of the Year 2008 from the Professional Association of German Market and Social Researchers (BVM/VMÖ) (1st place), and the Science Prize of the Brand Association e.V. (2nd place). Emotions are playing an increasingly important role in relation to brands. By conveying an emotional added value, brands can differentiate themselves from functionally equivalent competing products.