The Metaverse Territorial Brand: A Contemporary Concept

The “Metaverse Territorial Brand” integrates core and interconnected elements into a virtual, interactional, experiential, and immersive space known as the metaverse. This type of brand encompasses the connection with immersive territories that may or may not be digital twins of real territories. It...

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Veröffentlicht in:Encyclopedia (Basel, Switzerland) Switzerland), 2024-09, Vol.4 (4), p.1472-1481
1. Verfasser: Almeida, Giovana Goretti Feijó
Format: Artikel
Sprache:eng
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Zusammenfassung:The “Metaverse Territorial Brand” integrates core and interconnected elements into a virtual, interactional, experiential, and immersive space known as the metaverse. This type of brand encompasses the connection with immersive territories that may or may not be digital twins of real territories. It also encompasses two interconnected physical scales: the territorial and the regional, involved in another type of emerging territorial scale, known as the metaversal scale. Therefore, the “Metaverse Territorial Brand” is a digital-immersive extension of the territorial brand of physical territories, encompassing specific geographical and cultural aspects, but directed to the metaverse environment. This brand is a symbolic digital construction, but also a multifaceted one that incorporates discursive and visual elements, articulated by the social actors of the immersive territory, aiming to create a specific and distinct identity for a space in the metaverse. When talking about social actors in the metaverse (users), we highlight that this set of actors may or may not be the same as the physical territory. It is also important to highlight that both the territorial brand directed to physical territories and the “Metaverse Territorial Brand” are formed from the power relations of a given set of social actors. Therefore, without the strategic intention of a plurality of social actors that stimulate these relationships, there is no type of territorial brand involved.
ISSN:2673-8392
2673-8392
DOI:10.3390/encyclopedia4040095