Extended Reality technology is going to add new dimensions to marketing efforts. The promise of Metaverse has led big companies to develop their own Metaverse Strategy and plan to use this new paradigm for branding. As you may know, virtual worlds are not new concepts and different organizations have tried to utilize virtual 3D worlds for commercial purposes. In this article, we discuss three interesting articles from the past years that could be insightful for Branding in the Metaverse.
1.ENHANCING BRAND EQUITY THROUGH FLOW AND TELEPRESENCE: A COMPARISON OF 2D AND 3D VIRTUAL WORLDS
Authors: Fiona Fui-Hoon Nah, Brenda Eschenbrenner, David DeWester
Publication Year: 2011
In the marketing industry, brand equity is a phrase which explains about value of having brand name based on the idea that owner of a brand can generate revenue from brand recognition(Source). In their study, the authors found that brand equity and behavioral intentions can be enhanced in the 3DVW environment if a sense of telepresence and the resulting hedonic outcome (enjoyment) are achieved. In fact, through the dynamics of
Considering these factors, the 3DVW environment is potentially more conducive to enhancing brand equity and behavioral intentions than a 2D environment. As a result, 3DVWs are much more efficient at engaging their customers and delivering self-rewarding experiences, compared to conventional 2D environments.
2. A research agenda for investigating the effectiveness of branding in virtual reality
Author: Julie M. Pharr, Tennessee Tech University
Publication Year: 2011
In this short paper, the author presented a practical agenda to evaluate the effectiveness of traditional brand-building techniques employed in virtual reality. As mentioned by the author, it is necessary to profile virtual-world residents and understand their in-world behavior. This approach might be useful not only for Metaverse Branding efforts of marketing teams, but also for product designers and UX researchers of Metaverse experiences.
3. Branding in fictional and virtual environments: Introducing a new conceptual domain and research agenda
Authors: Laurent Muzellec,Theodore Lynn,Mary Lambkin
Publication Year: 2012
The paper introduces and defines virtual brands, both fictional and computer-synthesized, HyperReal brands and the reverse product placement phenomenon. Also, this study provides a useful topology for understanding brands in Real world vs Virtual World.
