Due to the increasing dynamics, particularly in consumer goods markets, brand repositioning is becoming an increasingly important tool for successful brand management. At the same time, the available scope for this is limited by consumers' desire for continuity and simplified decision-making. Sonja Boch develops a decision-support model for the professional determination of the repositioning scope of brands based on neuroeconomic research findings and using implicit association tests. The author demonstrates the applicability and advantages of her approach compared to traditional brand research methods through a comprehensive empirical study across various consumer goods markets.