The author presents the findings of neuroscience that are relevant to marketing science and practice for the first time in a comprehensive manner. He explains their significance for more efficient brand management using examples from well-known brands as well as private labels in the food retail sector. With his interdisciplinary work, the author bridges the gap between previous insights from consumer behavior science and neuroscientific research. He further demonstrates that neuromarketing has not yet fulfilled its promise of opening the black box of the consumer brain.