The Potential of Communicative Influence of Socio-Cultural Trends in Branding Practice

Approaches to branding are undergoing significant transformations influenced by the emergence of new media, VR and AR that significantly changed the mechanisms of communication interaction, where interactivity and omnichannel have become the main tools. If brands do not take them into account, the first ones may be forgotten. In the practice of branding, the leading socio-cultural trend is becoming immersion into the metaverse as a product of convergence of physical, augmented and virtual reality in a common offline and online space. The article is devoted to the analysis of socio-cultural trends used by brands in building communications with their consumers.