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In a rapidly digitising world, protecting brands is becoming increasingly complex and essential, even alongside the rise of the metaverse. With the evolution of technologies such as virtual reality (VR), the metaverse is becoming a new arena in which companies need to establish and protect their brand identity. What exactly is the metaverse and how can a brand be protected in it?
Metaverse A metaverse can basically be any 3D virtual space powered by technologies - including VR, augmented reality (AR), artificial intelligence (AI) and blockchain - that allow people to interact with each other. In the metaverse, users can create an avatar to represent themselves and then participate in various activities, such as gaming, shopping and working. Mark Zuckerberg's hope for his own metaverse at Meta is that companies will actively use it to hold meetings, for example, or that people will start to see it as a "second life" parallel to their lives in the analogue world. Marketing in the metaverse Metaverse marketing is thus also becoming a buzzword among consumer brands. Large multinationals such as Nike and McDonald's are doing much to harness the marketing potential of the metaverse. For example, McDonald's Hong Kong recently created 'McNuggets Land' on a metaverse platform, where the company sold McNuggets and gave virtual 'historical nugget tours'. Source: Fashion United
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