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What is Immersive Branding

Chapter 19
Handbook of Research on the Global Impacts and Roles of Immersive Media
Is the next evolution in branding: the newest addition to traditional customer touch points, retail experiences, and mobile phones. AR/VR/MR—ultimately fueled by artificial intelligence and virtual beings with “brand personality”—is turning branding into and actual verb, giving consumers the opportunity to directly engage brands, and redefine the brand experience.
Published in Chapter:
Immersive Media and Branding: How Being a Brand Will Change and Expand in the Age of True Immersion
Linda Ricci (Decahedralist Consulting, USA)
Copyright: © 2020 |Pages: 23
DOI: 10.4018/978-1-7998-2433-6.ch019
Abstract
This chapter explores the impact immersive technologies—augmented reality and virtual reality—will have on consumer branding and business in the near- and longer-term future. Weaving multiple use cases and examples throughout, the author discusses the next phase of experiential marketing: how immersive branding will develop as spatial computing becomes more mainstream, and how brands can start thinking about how they can leverage the technology. The author examines the rise of virtual influencers, how they will affect social media marketing—and how artificial intelligence will ultimately enable true one-to-one interaction with customers through virtual avatars. Finally, the author discusses risks, rules, and recommendations for how to successfully proceed as a brand curious about how to best harness the technologies.
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