Applied tools of neuromarketing and neurobranding

Companies invest significant amounts of money trying to understand consumer behavior and use it to increase sales. Studying the decision-making process to improve marketing strategies and customer service quality is quite relevant in a highly competitive environment. At the same time, the biggest question is, can behavioral data analysis really help achieve your goals and increase sales? The answer requires a reliable tool that will help collect behavioral data and use it to create and deliver more effective marketing messages. Neuromarketing has formed a developing interdisciplinary field of knowledge based on the provisions of the theories of neuroeconomics, neurobiology and behavioral psychology, aimed at studying the specifics of consumer behavior through the use of technological innovations and neuroimaging technologies that allow obtaining data about the brain. The paper substantiates the importance of neuromarketing in the process of studying consumer behavior, examines the conceptual apparatus of neuromarketing, highlights the main directions of studying the genesis of neuromarketing. The author’s vision of the concept of «neurobranding» is presented. The main methods and approaches to the application of applied tools in the framework of neurobranding research are presented. The characteristics of various applied tools for assessing psychophysical and brain activity, as applied to the study of the brand, are analyzed.