Brand Day held at the Faculty of Economics

Organized by the Department of Management and Marketing of the Faculty of Economics, Brand Day 2026 was held - an educational and business event that brought together more than 150 participants from the academic community, business and student population, with the aim of exchanging knowledge and opening up current topics in the field of marketing and brand management.

This year's theme "Neuromarketing and brand in the consumer's mind - what the consumer does not say, but the brain reveals" was dedicated to understanding the hidden decision-making processes of consumers, as well as the role of modern research methods in shaping brand strategies.

The event was opened by Prof. Dr. Boban Melović, full professor and head of the Department of Management and Marketing, who emphasized that modern marketing requires a deeper understanding of consumers - not only through what they say, but also through what they unconsciously perceive and feel. Professor Melović emphasized that neuromarketing represents a significant step forward in this direction, because it provides insight into the processes that shape real consumer decisions.

The event included an introductory lecture on the topic of "Neuromarketing and the Hidden Psychology of Consumers", delivered by Dr. Miloš Borozan, a researcher from Le Mans University in France, introducing the attendees to the basic principles of neuromarketing and its application in the modern business environment.

The central part of the program was a panel discussion on the topic of "Hidden Psychology of Consumers - Neuromarketing and Brand Perception", which included: Dr. Miloš Borozan, behavioral expert and researcher at Le Mans University in France and lecturer at DAMAR Academy, MA Stevan Šandi, founder and CEO of Bixbit, MA Petar Mugoša, Vice President of NALL Group, and MA Ksenija Jovović, Head of the Applicant Support Department, Innovation Fund of Montenegro.

The panelists discussed the role of emotions in decision-making, as well as how neuromarketing can contribute to a more precise understanding of consumer behavior. Special focus was on the possibilities of applying these approaches in the business environment of Montenegro, as well as the impact of artificial intelligence on the future of marketing research and decision-making.

The event also included active student participation through the workshop "In the Consumer's Head - Creating a Brand Campaign That the Brain Remembers", where students presented innovative ideas based on the principles of modern marketing and artificial intelligence.

The conclusion of the event is that modern marketing is increasingly transcending the boundaries of traditional research and entering the domain of understanding unconscious processes that shape consumer behavior. Brands that manage to connect the rational and emotional dimensions of communication have a greater chance of building long-term value and trust in the market.

Brand Day 2026 once again confirmed the importance of connecting academia and practice, as well as the need for students to actively engage in modern marketing and market research trends.