Abstract The importance of branding in marketing strategies makes it essential to understand the elements that give value-added to the brands. The very nature of ecological brands adds value to them. Knowing the underlying emotions of the elements that add value to brands can justify the benefit of applying neuromarketing to branding. The objective of this study is to justify the use of neuromarketing tools in the ecological branding strategy by analysing the existing literature on branding, ecological branding and neuromarketing. The existing relationship between the elements that give value-added to the brand and the emotional variables that neuromarketing measures, justifies the use of neuromarketing tools in the ecological branding strategy.

中文翻译：

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生态消费者神经科学，具有竞争优势以及业务或组织差异

摘要品牌在营销策略中的重要性使其必须了解赋予品牌增值的要素。生态品牌的本质为它们增加了价值。了解为品牌增值的要素的内在情感可以证明将神经营销应用于品牌的好处。这项研究的目的是通过分析有关品牌，生态品牌和神经营销的现有文献来证明在生态品牌战略中使用神经营销工具是合理的。为品牌增值的要素与神经营销衡量的情感变量之间的现有关系证明了在生态品牌战略中使用神经营销工具的合理性。