Augmented reality and brand concept in communication design

The main purpose of this study is to shed light on the correct and appropriate use of the brand's new age technology in communication design. This effort includes examining the factors that cause the objective facts to lose their importance in the formation of the digital universe and the increase in the power of digital facts. It is expected that the study will theoretically contribute to the design and management of technology campaigns. The use of augmented reality, which has been used extensively in recent years, in the field of branding is discussed. To understand how augmented reality (AR) influences the customer purchase journey, virtual experience, mobile purchasing and offline purchasing actions are examined from an omnichannel perspective. In the coming years, it is possible to encounter augmented reality applications in every field related to human beings. The combination of mobile communication technologies and computers, the emergence of smart phones and the supporting power of web systems have removed the spatial limitation. In this context, there is a change in the purchasing action of the consumer. With these developments, new universes and new systems are formed. In recent years, the virtual digital game universe, Advergame, has triggered digital production and offers new advertising spaces to the brand. That can be said that augmented reality has a positive effect on brand preference as consumers experience products and services before purchasing. In the last months of 2021, Metaverse, introduced by "Meta's founder" Mark Zuckerberg, has become the center of interest of all brands and consumers. Many studies and reports in this area show that this universe, Metaverse, will grow and evolve in the near future. This study, with current examples and designs, tries to answer questions "Where should the brand be positioned in this universe, which communication and design should be used?