The significance of digital twins for the comprehensive brand experience

Abstract

This paper argues for the recognition of digital twins, virtual representations of real-time physical objects, as a noteworthy means for brand communications and brand experience management. It briefly reviews the brand experience concept and explains its contributions to shaping comprehensive brand perceptions. Building on this, the paper gives an introduction to the digital twin technology and demonstrates that digital twins need to be considered a major issue for brand experience management in the digital era and the metaverse. The paper also entails a case application to exemplify the main propositions. It ends with some recommendations for practical management and delineates some routes for future research. The paper is the first to discuss issues of the emerging field of digital twin technologies from a brand management perspective.