Neuromarketing: A New Avatar in Branding and Advertisement

The purpose of the study is to highlight the neuromarketing concept and its application on brand building and advertising campaign. This study also examines the brain activates of human, and the critical role of neuromarketing in the marketing field. Exploratory research of in-depth content analysis has been used in this study to gain a depth understanding of the neuromarketing and its application on branding and advertisement. For accomplishing this purpose, secondary data has been collected from various journals indexed by Google Scholar, Scopus, Thomson Reuters. In this study, it is found that sometimes people are unable to describe their true feelings and emotions towards a particular brand or advertisement which can be deeply explored by neuromarketing. After a brief explanation of different neuromarketing tools like fMRI, EEG, MEG, Eye tracking method, this paper examines how neuromarketing tools can effectively be used in brand building and advertising campaign. The previous results indicate that if stimuli related to a brand or advertisement activates the hippocampus, dorsolateral prefrontal cortex, and midbrain, customers will certainly purchase the brand. This study makes a significant contribution by opening up a human "Black Box" and presents a deeper perspective on how and why customer behaves differently in terms of buying behavior. In particular, the brand marketer should build a strong, favorable and positive brand image in customer's mind and advertisement should include deep emotional context so that it can activate emotional brain which in turns lead to purchase decision. This research contributes to the existing literature by examining the impact of neuromarketing strategies on brand building and advertising campaign. This study deepens our understanding regarding the applications of neuromarketing on branding and advertising. In addition, the present study is the first to propose a brand new model for brand building and advertising campaign based on previous empirical findings of neuromarketing.