Brand reputation is a strategic intangible asset that reflects stakeholders’ evaluative and collective judgments, consolidated over time through perceptions, experiences, and expectations. It is traditionally assessed via declarative methods, such as surveys, that capture explicit stakeholder evaluations but remain limited by self-report biases. At a psychological level, reputation can be understood as the outcome of the integration between implicit and automatic processes (semantic associations) and explicit and deliberate processes (declarative evaluations). In this perspective, this pilot study proposes a consumer neuroscience approach using the N400 component of event-related potentials (ERPs), a neural marker of semantic congruence, to investigate the implicit dimensions of brand reputation. Ninety-seven participants were exposed to 16 real brands from eight market sectors, each randomly paired with 10 reputational attributes of positive and negative valence, while their brain activity was recorded through EEG. A differential neural index (ΔN400) was computed to measure the semantic integration fluency of processing positive versus negative associations. Preliminary findings suggest the potential of this approach to discriminate brands and sectors based on their implicit reputation. However, significant effects were observed for only three of sixteen brands examined and one sector of eight. Despite that, it enabled the identification of specific attributes more strongly integrated or rejected at the neurocognitive level, indicating to managers which reputational vulnerabilities may require corrective action. Beyond its exploratory contribution, the study outlines a future research agenda aimed at integrating ERP measures with behavioral and survey-based tools, with the aim of providing practitioners with a comprehensive framework to track and strengthen brand reputation over time.