In contrast to human self‒perception, about 95% of our thinking and behavior is based on unconscious mental processes. This also includes interaction with brands, thus giving rise to the questions of what makes brands successful and how their strengths and appeal can best be described. The answers to these questions have to do with the implicit effects of a brand, which elicit responses in human brains.
New findings in brain science provide further insights into these processes. Neurobranding describes an interdisciplinary field that combines neuroscience, behavioural economics, neuro‒ and social psychology. The goal is to make the strategy, conception, and design of branding processes more effective and targeted. In addition, new approaches for the conception of brands and their potential for designers are presented.
