Codes in neuromarketing

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Using codes in neuromarketing , attempts are made in neuromarketing to establish a connection to the product or brand and thus to awaken the wishes of the consumers and subsequently to motivate them to buy.

definition

All signals perceived by the customer that determine the appearance of a brand (“brand appearance”) form the face of the brand. This level of the so-called codes represents the interface to the customer. The codes serve to convey meanings and thus to “learn” the desired positioning of the brand for the potential buyer.

The four entrances to the brain

Neuropsychological research recognizes a total of four types of meaning carriers that can be used as codes in the implementation of the brand position:

Sensory codes

Sensory experiences can be conveyed through communication. These are to be understood as directly perceptible stimuli that directly stimulate our senses. Examples for this are:

  • Colours
  • to form
  • Sounds
  • Lighting conditions
  • typography

Episodic Codes

The stories that make up the context of a brand are called episodic codes. They are, for example, direct narratives in the form of commercials that are shown episodically similar to a television series and thus give the consumer the opportunity to gain emotional ties and impressions.

Symbolic codes

All visual impressions that can be directly assigned to a brand, as the consumer has already got to know an exact brand image. These include, for example:

  • Brand logos
  • Figures (House Spirit Mia for Mömax)
  • Places of action (lonely Caribbean island with white cockatoos for Rafaello)

Linguistic codes

Obviously and explicitly conveyed information through the written or spoken word and the resulting associations. The scope of action of this code becomes clearer through concrete examples such as:

Meaning of the codes

The four codes represent different approaches to the consumer brain. Their most important task is to charge products and brands with cultural and social significance in the context of brand communication. They achieve this by transporting part of a message into the customer's brain. The overall meaning then only emerges after processing the four carriers of meaning in the head. It should be noted that the meaning of the codes depends on the subculture, i.e. the target group .

Individual evidence

  1. ^ Christian Scheier. About the added value of brain research for marketing . In: The New Power of Marketing . 2008. p. 319
  2. ^ Christian Scheier, Dirk Held, Johannes Schneider, Dirk Bayas-Linke. Codes - the secret language of the products . 2012. pp. 86-88
  3. ↑ Gerhard Raab, Oliver Gernsheimer, Maik Schindler. Neuromarketing - Fundamentals-Insights-Applications . 2009. pp. 233-244
  4. ^ Christian Scheier, Dirk Held. How advertising works . 2006. pp. 66-76