Neurobranding in territorial development: from traditional to innovative

DOI

10.2991/ispcbc-19.2019.76How to use a DOI?

Keywords

neurobranding, neuromarketing, brand, identification, neurophysiological methods

Abstract

Neurobranding is one of the newest areas of neuromarketing, studying with the help of special experimental equipment the neurophysiological reactions of people to different brands. For the study of territorial brands, an eye tracker study using an eye tracker was conducted. Identification of territories occurs with the assignment of associated attributes, including: national colors and heraldry, cultural symbols and archetypes, architectural objects, object environment, complex identity, natural symbols, universal signs, abstract forms, font and grammatical forms. Based on this classification, we identified three: Madrid (font and grammatical form); I.Crimea (complex identity) and Adygea (natural theme). The study of brand identifiers showed that in the marketing promotion of territorial logos, the primary importance is the form of the brand identifier and its semantic load, in second place is its location depending on the angle of view, and last is color. Black-and-white images of brand identifiers are perceived as more complex, since they receive an average of 1.5 times more visual fixations. The most viewed part is in the field of view 0° to 45°, this is shown by the largest fixations of visual attention, while at a viewing angle of 135° -180° and 90°-135°, the largest saccades indicating reduced attention and low interest in these zones in the presented visualizations. Highlighted areas of peripheral vision can be used as a new experimental paradigm to test the hypothesis that information loss is associated with an increase in eccentricity, which will allow predictive prediction of the success of advertising of territorial logos based on new neurophysiological data.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Olga Yarosh
PY  - 2019/08
DA  - 2019/08
TI  - Neurobranding in territorial development: from traditional to innovative
BT  - Proceedings of the International Scientific-Practical Conference “Business Cooperation as a Resource of Sustainable Economic Development and Investment Attraction” (ISPCBC 2019)
PB  - Atlantis Press
SP  - 331
EP  - 333
SN  - 2352-5428
UR  - https://doi.org/10.2991/ispcbc-19.2019.76
DO  - 10.2991/ispcbc-19.2019.76
ID  - Yarosh2019/08
ER  -