AR-Technology as an Instrument for Building Brand Awareness

OBJECTIVE OF RESEARCH The main object of this research was to determine the prospects for applying augmented reality as a tool for building brand awareness THE PROBLEM OF RESEARCH There is a gap between traditional approaches to the definition of means of communication in the advertising sphere and a real situation. AR-technology begin to unite with the different means of data communication, mutually transform and create a new communication environment with its specific features. These features of a new AR-communication approach are important to be considered while creating of brand awareness. RESEARCH APPROACH Within the framework of the research in the theoretical part the authors used the methods of analysis and synthesis, classification and formalization. In the empirical part of the research, we applied the approach of mixing research techniques of questioning and focus-group research.