Pregled bibliografske jedinice broj: 1249005
Wind’s Howling: a Brand in the Digital World
Wind’s Howling: a Brand in the Digital World // Marketing Identity: Metaverse Is The New Universe / Prostináková Hossová, Monika ; Graca, Martin ; Solík, Martin (ur.).
Trnava: Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava, 2022. str. 125-134 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1249005 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Wind’s Howling: a Brand in the Digital World
Autori
Jukić, Dinko
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Marketing Identity: Metaverse Is The New Universe
/ Prostináková Hossová, Monika ; Graca, Martin ; Solík, Martin - Trnava : Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava, 2022, 125-134
ISBN
978-80-572-0297-4
Skup
Marketing and Media Identity: Metaverse Is The New Universe
Mjesto i datum
Trnava, Slovačka, 25.10.2022. - 26.10.2022
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Brand ; Customer ; Digital World ; Game ; Image ; Symbol
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti
