Debranding in fantasy realms: Perceived marketing opportunities within the virtual world

This paper discusses the application of the concept
of debranding within immersive virtual environments. In
particular the issue of the media richness and vividness of
experience is considered in these experience realms that may not
be conducive to traditional branding invasive strategies. Brand
equity is generally seen to be the desired outcome of branding
strategies and the authors suggest that unless the virtual domains
are considered as sacred spaces then brand equity may be
compromised. The application of the above concepts is applied to
the differing social spaces that operate within the different
experience realms. The ideas of resonance, presence and
interactivity are considered here. They lead to the development
of a constructed positioning by the participants. Through the
process of debranding, marketers may be able to enter these
sacred spaces without negative impact to the brand. Perception
of these virtual spaces was found to be partially congruent with
this approach to branding. It thus presents a number of
challenges for the owners of such virtual spaces and also virtual
worlds in increasing the commercial utilization of investment in
these environments.