The Barcelona attacker has developed into Brazil's undisputed star player in recent years, but Dunga is not impressed with Neymar's tendency to promote his own brand around important games and the regular changing of his hairstyle.
"Neymar is a worldwide point of reference. But we don't want the team to play for Neymar - we want Neymar to play for the team. Brazil will have to create a structure that allows Neymar to make a difference," Dunga told Globo.
"The main focus for all players should be the national team. It should be about football rather than about marketing.
"When Neymar gives an interview, he should be wearing a hat of the national team or no hat at all, but not one with his own logo on it. With other teams, there is never any room for such marketing tools and it should be the same for Brazil.
"I don't want players to be busy with their hair when they're with the national team. They do it before or after they're with Brazil. The focus should be on what happens on the pitch."
Dunga was named new Brazil coach in July after the Selecao's disappointing World Cup campaign under Luiz Felipe Scolari, which saw them beaten 7-1 by Germany in the semi-finals and 3-0 by Netherlands in the third-place play-off.