Neuromarketing as a tool for brand positioning

Abstract

This research aimed to analyze the shared perspectives on neuromarketing as a tool for brand positioning. It was based on qualitative sociological research with a phenomenological design and an inductive approach. Likewise, hermeneutics was addressed to interpret the semi-structured interviews carried out with 7 study participants, which were processed through the ATLAS.ti software. The results indicate that understanding the consumer has become a crucial challenge for companies in the current dynamic marketing environment. As a trend, neuromarketing emerged, according to the participants, as an invaluable tool to unravel the emotions, motivations, and purchasing decisions of consumers. In addition, it was found that, for the participants, neuromarketing allows businesses to develop more effective and personalized strategies. It is concluded that, unlike traditional marketing, which is limited to promoting the brand and measuring results, neuromarketing delves into the brain processes determining the final purchase decision

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