Debranding in Fantasy Realms: Perceived Marketing Opportunities within the Virtual World

Abstract

Abstract-This paper discusses the application of the concept of debranding within immersive virtual environments. In particular the issue of the media richness and vividness of experience is considered in these experience realms that may not be conducive to traditional branding invasive strategies. Brand equity is generally seen to be the desired outcome of branding strategies and the authors suggest that unless the virtual domains are considered as sacred spaces then brand equity may be compromised. The application of the above concepts is applied to the differing social spaces that operate within the different experience realms. The ideas of resonance, presence and interactivity are considered here. They lead to the development of a constructed positioning by the participants. Through the process of debranding, marketers may be able to enter these sacred spaces without negative impact to the brand. Perception of these virtual spaces was found to be partially congruent with this approach to branding. It thus presents a number of challenges for the owners of such virtual spaces and also virtual worlds in increasing the commercial utilization of investment in these environments.

Pazarlama İletişiminde Yeni Strateji "Debranding": Gıda Ürünlerinin Ambalaj Tasarımına Yönelik Nitel Analiz

“…According to the Pisarkiewicz and Mazur, the agency of marketing and branding whose the center office in New York, only the firms having long-established brands can apply a successful debranding marketing strategy with a logo, color and design. As a result, the brands whose brand recognition was firmly established apply the debranding strategy (Kear et al, 2013;Parasuraman 1983). Debranding which is done by the methods of personal product which has been very popular in recent times for the brands and thus it is an applicationthat we came across with as a way of being different.…”

Is it possible to evaluate rebranding and debranding strategies applied in sports club logos with eye tracking?

“…Debranding is defined as a company's deliberate elimination of its brand name in order to differentiate itself from its competitors (Parasuman, 1983;Kear et al, 2013). This strategy allows brands to appear in a less corporate and commercial structure (Stolzenburg-Wiemer, 2020).…”