Email this article 
The Potential of Communicative Influence of Socio-Cultural Trends in Branding Practice
- Authors: Averina M.V.1
-
Affiliations:
- Moscow State Linguistic University
- Issue: No 7(875) (2023)
- Pages: 159-164
- Section: Cultural studies
- URL: https://journals.rcsi.science/2542-2197/article/view/350817
- ID: 350817
Cite item
Abstract
Approaches to branding are undergoing significant transformations influenced by the emergence of new media, VR and AR that significantly changed the mechanisms of communication interaction, where interactivity and omnichannel have become the main tools. If brands do not take them into account, the first ones may be forgotten. In the practice of branding, the leading socio-cultural trend is becoming immersion into the metaverse as a product of convergence of physical, augmented and virtual reality in a common offline and online space. The article is devoted to the analysis of socio-cultural trends used by brands in building communications with their consumers.
About the authors
Marina Vladimirovna Averina
Moscow State Linguistic University
Author for correspondence.
Email: m-averina@list.ru
Doctor of Culturology (Dr. habil.), Associate Professor, Professor at the Department of Communication Technologies, Institute of International Relations and Social and Political Sciences (Faculty), Moscow State Linguistic University
Russian FederationReferences
- Ropo, J. -P. (2009). Brands and Branding: Creating a Brand Strategy. Final Thesis Report. Tampere. https://www.theseus.fi/bitstream/handle/10024/8472/Ropo.Juha-Pekka.pdf
- Borel, L. -H., Christodoulides, G. (2016). Branding and digital analytics. The Routledge Companion to Contemporary Brand Management, 94(3), 255–268.
- Rejmond, M. (2020). Issledovanie trendov. Prakticheskoe rukovodstvo = The Trend Forcaster’s Handbook, transl. from English by N. Konstantinova, ed. by O. Shaeva. Moscow: Mann, Ivanov i Ferber. (In Russ.)
- Glushchenko, V. V. (2020). Scientific Theory of Brands, Branding and Rebranding (Brandology) and the Tasks of its Practical Use in Organizations. Bulletin of Science and Practice, 6(5). https://www.bulletennauki.com https://doi.org/10.33619/2414-2948/54 (In Russ.)
Supplementary files
