This category focuses on how neuromarketing principles can enhance brand equity by improving brand awareness, loyalty, perceived quality, and emotional connections. Articles explore strategies for applying consumer psychology to strengthen brand value and engagement.
Fear is one of the most powerful motivators in the human brain. While negative emotions are often avoided in everyday communication, they can become strategic assets in marketing when used subtly and ethically. Not all fear creates the same effect: it’s unconscious fear that embeds itself deeply into memory, driving consumer attention and brand recall.
Did you know that the decisions we make as consumers are deeply influenced by our primal brain? This part of our brain, often called the “all or nothing brain” by neuromarketing expert Patrick Renvoisé, plays a crucial role in ensuring our survival. But what does that have to do with marketing? A lot, as it turns out.
David Aaker, a renowned professor and marketing expert, developed a brand equity model based on the concept of brand recognition. Aaker views brand equity as a mix of brand awareness, associations, and loyalty, which all contribute to the value that a brand delivers through its products and services. In this article, we’ll explore Aaker’s Brand Equity Model and discuss how neuromarketing techniques can enhance the key components of brand equity—building deeper consumer connections and driving long-term loyalty.
Kevin Lane Keller’s Brand Equity Model offers businesses a strategic approach to building strong brands. Presented as a pyramid, this model helps brands progress from initial awareness to brand resonance—the ultimate goal, where consumers develop such a strong connection with the brand that they become advocates. In this article, we will explore how Keller’s Brand Equity Model relates to neuromarketing principles, showing how brands can tap into consumer psychology to foster deeper emotional connections.