The Role of Neuromarketing in Coca-Cola's Branding and Advertising: A Qualitative Case Study

Yatham Srikar Reddy; Sandeep Kumar Vishwakarma

doi:10.36948/ijfmr.2026.v08i04.83363

The Role of Neuromarketing in Coca-Cola's Branding and Advertising: A Qualitative Case Study

Author(s)	Mr. Yatham Srikar Reddy, Mr. Sandeep Kumar Vishwakarma
Country	India
Abstract	Neuromarketing has emerged as an innovative field that combines neuroscience, psychology, and marketing to understand the subconscious factors influencing consumer decision-making. Unlike traditional marketing research methods that rely on self-reported consumer responses, neuromarketing examines emotional and cognitive reactions through scientific techniques such as functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), eye-tracking, and biometric analysis. These techniques enable marketers to design more effective branding and advertising strategies by understanding how consumers perceive, process, and respond to marketing stimuli. This study aims to examine the neuromarketing strategies adopted by The Coca-Cola Company in its branding and advertising campaigns and to evaluate their influence on consumer behaviour, brand recall, emotional engagement, and customer loyalty. The research adopts a qualitative descriptive case study approach based entirely on secondary data collected from peer-reviewed journal articles, books, company reports, industry publications, and published case studies. The collected information was analysed using thematic and content analysis to identify the key neuromarketing techniques employed by Coca-Cola. The findings indicate that Coca-Cola successfully integrates emotional branding, sensory marketing, colour psychology, storytelling, personalization, and experiential marketing to establish strong emotional connections with consumers. Campaigns such as Share a Coke, Open Happiness, and Taste the Feeling demonstrate how neuroscience-based marketing strategies strengthen brand recognition, influence purchase intentions, and foster long-term customer loyalty. The study concludes that neuromarketing has become a strategic tool for enhancing branding effectiveness and creating sustainable competitive advantage. The findings provide valuable insights for marketers, researchers, and business organizations seeking to incorporate consumer neuroscience into modern marketing practices while ensuring ethical and responsible implementation.
Keywords	Neuromarketing, Consumer Behaviour, Coca-Cola, Branding, Advertising, Consumer Neuroscience, Emotional Branding, Brand Loyalty
Field	Business Administration
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-07-12
DOI	https://doi.org/10.36948/ijfmr.2026.v08i04.83363

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The Role of Neuromarketing in Coca-Cola's Branding and Advertising: A Qualitative Case Study

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