USE OF PHOTOGRAMMETRY IN BRAND POSITIONING

Andrey Kostov ()
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Andrey Kostov: University of Economics – Varna, Bulgaria

Economic Science, education and the real economy: Development and interactions in the digital age, 2020, issue 1, 679-690

Abstract: With the ever evolving lifelike simulation capabilities and more personalized and driven by the player narrative, video games are becoming more influential source of entertainment. Also via video games and immersive 3D technologies like virtual reality sets, players can interact with all sorts of in-game assets. Because of those reasons, these assets can be based or even created to look like real products. Those technological capabilities give the brands and their digital marketers the opportunity to interact with customers through a new channel. This paper analyses the photogrammetry as a potential source of ready to use 3D models of real products and their subsequent use in brand positioning strategies. The author suggests this technology because its inputare photos of different angles and they can be obtained easily, because before the launch of every product a product photography session is conducted.

Keywords: marketing communications; brand positioning; in-game advertising; photogrammetry (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrn:cfdide:y:2020:i:1:p:679-690

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