The Business of the Metaverse

Chapter 6Brand Management in the Metaverse

Kritika Kulkarni, V. Vikram Adithya and Krishna Hitesh

Woxsen University

Hyderabad, India

Neelam Kumari

Dublin Business School

Dublin, Ireland

DOI: 10.4324/b23404-6

6.1 Introduction

The process of developing, maintaining, and enhancing a company's brand or brands is known as brand management. It involves a number of different strategies and tactics that are made to make a brand's identity, build brand equity, and make its target audience more aware of and loyal to the brand. Brand management is to establish an identifiable brand that interacts with users and also promotes loyalty and trust in the customers [1, 2].

Positioning, messaging, identity development, brand differentiation, communication, ...