Neuropositioning of company's brands

Abstract

Abstract: The article explores the concept of neuropositioning of enterprise brands as a modern stage in the development of the theory of positioning in the digital economy and the growth of information load on the consumer. It is substantiated that classical approaches to brand positioning, based on rational models of perception and traditional marketing research, are gradually losing their effectiveness due to the limited ability to record subconscious reactions of consumers. It is shown that a significant part of purchasing decisions is formed at the subconscious level under the influence of emotions, associations and sensory stimuli, which necessitates the use of neuroscientific approaches in the marketing activities of enterprises. The paper analyzes scientific approaches to the use of neuromarketing methods for studying consumer behavior, in particular, electroencephalography technologies, functional magnetic resonance imaging, eye-tracking, biometric measurements and tests of implicit associations. It is shown that the use of such tools allows obtaining objective data on the emotional, cognitive and behavioral reactions of consumers to marketing stimuli, which significantly increases the accuracy of the formation of brand positioning. The essence of neuropositioning is revealed as the process of forming stable neural associative connections between the brand and certain emotional, value and sensory characteristics in the consumer's brain. An author's definition of neuropositioning is needed based on its role in strategic marketing. The key stages of neuropositioning of enterprise brands are identified, which include neurodiagnostics of brand perception, identification of subconscious associations, development of a neurostrategic positioning concept, creation of sensory and communication stimuli and formation of long-term neural memory of the brand. It is shown that neuropositioning is part of holistic positioning, which includes both classical (rational) and neuropositioning. It is proven that the use of neuropositioning approaches contributes to increasing the effectiveness of marketing communications, forming emotional consumer loyalty and strengthening the competitive advantages of the enterprise. The practical value of the study lies in the possibility of applying the proposed approaches to develop modern branding and positioning strategies in conditions of high competition and limited consumer attention.