The paper explores neuromarketing, a discipline that integrates neuroscience, psychology, and marketing to better understand consumer decisions and behavior. Neuromarketing utilizes advanced methods such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye-tracking technology to analyze emotional and cognitive responses to marketing stimuli. The paper covers key topics such as marketing, neuroscientific methods, neuroimaging, and ethical issues related to neuromarketing, with a particular emphasis on its role in branding. The aim of the research is to investigate the impact of neuromarketing on consumer perception and decision-making, especially through emotional connections with the brand. A focus group will be prepared for gathering relevant data in this regard. In the practical part of the study, three hypotheses will be tested: 1) The recognizability and aesthetic appeal of a logo significantly affect emotional reactions and associations with the brand, 2) Video ads with emotional stories enhance emotional connections with the brand, and 3) Recognizable audio signals prompt quick brand recognition and elicit positive emotional responses. The research methods include a comparison of traditional methods with GSR and fMRI analysis of reactions to logos, EEG and eye-tracking analysis of reactions to emotional video ads, and EEG and GSR monitoring of responses to audio signals. The paper also addresses ethical aspects of neuromarketing, such as the potential for consumer manipulation. It concludes that integrating emotional and rational aspects in branding can significantly enhance marketing strategies, relying on scientific research that confirms the importance of neuromarketing in shaping consumer decisions.