Brand: Reality or Perception?

Neuromarketing presents the power of branding from a completely new perspective. Findings from neuromarketing reveal that brands are actually much more than we realise. A study has shown that the same brain region is activated when people see the symbol of a brand they love and the symbols of the religion they believe in. Another study shows that when people learn their sunglasses are Ray-Bans, they see distant objects more clearly, and when they hear the Nike brand, they perform golf shots more successfully.

The rivalry between Coca-Cola and Pepsi has taken on a whole new dimension thanks to neuromarketing. In blind taste tests conducted in 1975, whilst Pepsi was preferred, consumers’ preferences shifted significantly towards Coca-Cola when they saw the brands. Research using brain imaging techniques such as fMRI also supports these findings. In situations where the brand logo was absent, Pepsi caused higher activation in the brain’s reward centre. However, when the brand was visible, Coca-Cola’s strong brand image significantly influenced consumers’ behavioural preferences and brain activity. These results demonstrate that Coca-Cola has secured a special place in consumers’ minds not only through its taste but also through its powerful brand perception.

This study has proven that the competition between giants such as Coca-Cola and Pepsi is not merely a matter of taste. Brain scans revealed that knowing which brand they were consuming was a decisive factor in the preferences of those tasting the drinks. The brain’s memory regions, which harbour cultural influences, became active during this experience. According to the researchers, these results provide a neuroscientific explanation of how a brand’s cultural image shapes consumer behaviour. Other studies in the field of neuromarketing have reached similar findings. This demonstrates that the perceptions and subconscious associations created by a brand’s image are of vital importance in the branding process.

In a study of consumer behaviour, when participants were asked to name the maximum number of brands they could recall within a minute, they were able to name an average of just two brands. What is even more striking is that this situation is not much different even for brands such as Coca-Cola and Apple—brands where consumers say they would ‘never use anything else’, i.e. brands we assume consumers are highly loyal to. Only 1% of participants were able to name more than 10 brands. The underlying reason for this can be explained by the concept of ‘psychological distance’. In other words, the perceived distance between people and brands shapes this situation. Consumer research shows that reducing this distance is of great importance for brands. By taking this factor into account in brand processes, it is possible to create an effective and lasting brand image that speaks directly to consumers’ emotions and minds.

A brand’s reality is a complex structure shaped not only by its tangible characteristics but also by the perceptions it creates in consumers’ minds. An automotive brand is defined not only by tangible features such as engine power but also by abstract concepts such as reliability and prestige. However, these perceptions can be damaged if they are inconsistent with the brand’s actual performance. For example, a cosmetics brand promising natural products using synthetic ingredients contradicts consumers’ expectations, undermining trust in the brand and creating a negative perception. In short, the brand’s reality is directly linked to consumers’ experiences, and these experiences shape how the brand is perceived.

The brand perception formed in the consumer’s mind is a wholly subjective experience, independent of the brand’s reality. Thanks to mirror neurons, consumers experience the emotional world created by a brand as if it were their own. For example, sportswear brands’ advertisements emphasising success and self-confidence cause consumers to feel stronger and more successful. These perceptions are shaped by numerous factors—such as emotional responses, past experiences and social interactions—that go beyond the products the brand offers.

Neuromarketing research helps us better understand how consumers perceive brands. Studies using brain imaging techniques measure the emotional responses consumers have to brands, revealing how different these responses can be from the brand’s actual reality. For instance, it has been observed that Apple activates emotional regions in the consumer’s brain more strongly, whilst Samsung activates regions more associated with rational thinking. Consequently, it is not uncommon to encounter consumers who queue for days to buy an iPhone or trade in their valuables. This is because Apple does not merely stimulate the emotional regions of the brain; it also activates the area responsible for recognising the faces of people we know and love.

In conclusion, branding processes, much like purchasing decisions, are largely shaped in our subconscious. Brands exist not only through their tangible features but also through the perceptions they create in consumers’ minds. Neuromarketing brings these two elements together, helping brands leave deep and lasting impressions in the consumer’s mind. In short, a brand is nothing more than the perception it creates in the consumer’s mind. Therefore, for successful branding, not only the brand’s physical presence but also its impact on consumer perception must be carefully examined. In light of findings obtained through neuromarketing methods, branding strategies should be designed to appeal to consumers’ emotional and subconscious worlds.

Note: This article, written by Mehmet Kaya, was published in Brandmap magazine.