The Role of Neuro Branding in Building the Brand Behavioral Identity / an Analytical Study

The quantitative and qualitative development in the ways, means and techniques of communicating with the audience in a terribly intertwined and competing world, made brands seek to attract the attention of the recipients, and also aim to create permanent links with the recipients, while emphasizing the important fact that knowing the characteristics of the audience on a deeper and more instinctive level is the key to success to provide messages that can be responded to easily, effectively and with the ability to influence, so companies are trying to take advantage of the concept of brands Neuroscience as an emerging interdisciplinary approach that combines neuroscience, marketing, behavior and brand building, where neuro branding integrate neuroscience techniques to understand recipient preferences and emotional responses, as this new approach uses neuroscience to more effectively influence recipient behavior and create more effective and attractive strategies for branding, this combination results one of the visions of neuroscience and psychology is the possibility of building and maintaining a behavioral identity for the brand by understanding how the recipients' minds respond to different stimuli for their actions and emotional resonance with the recipients, and then companies can formulate messages that reach their target audience, therefore this research aims to explore and analyze the role of neuro branding in building the behavioral identity of the brand, The research problem stems from the need to employ neuro branding to understand the characteristics of the behavior of the audience, which allows understanding these characteristics at a deeper and more instinctive level and thus providing customized messages that can be responded to in an effective marketing way, the research follows the descriptive methodology, the research found that neuro branding seek to create unforgettable experiences and find the values of effective brands that have the ability to achieve the desired interest according to the characteristics of the recipient so that the brands Attracting the recipient and maintaining it in a crowded market, and also to keep the neuro branding running smoothly and for a large period in the minds of the recipients.