AR як інструмент брендингу та маркетингових комунікацій

Abstract

Augmented reality (AR) has emerged as a powerful tool in branding and marketing communications, transforming traditional approaches to consumer engagement. By integrating digital content with the physical environment, AR enables immersive and interactive brand experiences that enhance emotional connection, increase brand awareness, and influence consumer decision-making. This study examines the role of AR in modern branding strategies, identifies key technological and design principles, and analyzes its effectiveness in marketing communications. The research highlights the advantages of AR, including interactivity, personalization, and enhanced visualization, which contribut e to improved brand perception and consumer engagement.