Abstract: A brand is a name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition. Brand affects information processing activities and consumer behaviors. Past research gave more weight to the cognitive processes underlying brand information processing. In the last decade, however, research examining how motivational forces shaped brand information processing increased significantly. In this article, we reviewed advances in brand information processing research in the past 10 years from cognitive and motivational perspective, and concluded with suggestions for future studies

Key words: brand, cognition, motivation