engleski

Wind’s Howling: a Brand in the Digital World

The paper explores the role of the brand in the digital world. The brand concept is viewed according to Kapferer's identity prism. We discuss how postmodern brands can be a symbolic resource for building, communicating, and maintaining identity. This study focuses on aspects of marketing in digital games and seeks to answer the question how brands use digital worlds. The paper presents the phenomenon of game from the aspect of marketing and media literacy. The concept of game studies was observed according to Huizinga’s game theory and Fink’s construct of the game world. The paper presents the division of the brand in the digital world based on the creation of the brand and the appearance of the brand in the digital world. Four types of brands that appear in the digital world are analysed: brand in the game, game as brand, protagonist as brand and publisher as brand. Brands are viewed from a symbolic aspect, representing the identification of consumers who want reality in the digital world, and this enables the existence of real brands. It is based on the hypothesis that the digital world reflects reality, so the brand announcement is understood as a reflection of reality. The research is based on relevant, primary sources of digital games that, through semiotic analysis, show the role of brand and media.

Brand ; Customer ; Digital World ; Game ; Image ; Symbol

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