This paper presents information on how a brand manipulates the consumer's consciousness using the influence of neuromarketing and neuromarketing technologies. Awareness of the potential of neuroscience, primarily due to the development and widespread use of neuroimaging technologies, has led to the search for possible ways to apply neuroscientific knowledge and methods in the areas of providing services and selling goods. The emergence of neuromarketing was programmed by the general perception and expectations of neuroscience. Its growing potential is associated with increasing the effectiveness of marketing communications. Like many other marketers interested in using neuroscientific approaches, neuromarketers pay special attention to the unconscious, automatic processes underlying the motives and behavior of buyers, and thereby find new innovative solutions for promoting brands and transforming them into luxury brands. By analyzing how consumers search for goods to buy and understanding how this analysis affects their brain from a neurophysiological point of view, companies can make their products even more attractive and increase demand for their goods several times. Neuromarketing is a new approach in behavioral science that helps brands become luxury and in demand in the long term. Understanding consumer behavior through the lens of neuromarketing gives companies the opportunity to bring their brands into the luxury class. Involving customers in the shopping process through neuromarketing tools is aimed atincluding the consumer in the process of unconscious purchase, manipulating their consciousness. Neuromarketing is the strongest mechanism for manipulating the consumer, an impact that cannot be resisted; a science that has gone deep into the human subconscious, and common sense and human free will do not play any role.