Brand Experience and Brand Image Building Based on Virtual Reality Technology

The research on brand experience and brand image shaping based on virtual reality technology is an emerging research field, which mainly includes brand experience, virtual reality technology, user experience, virtual reality experience, and other aspects. This study aims to explore how to use virtual reality technology to enhance brand experience and image, thereby enhancing the competitiveness of enterprises. The brand experience in virtual reality has broken time and space constraints, attracted user participation, and played an important role in deepening users' brand personality impression. This article starts from the characteristics of brand experience under virtual reality technology, analyzes the impact of brand experience on brand personality communication in virtual reality, and proposes a brand personality communication and design strategy based on virtual reality technology in the sensory dimension. The evaluation of brand impact identification is affected by the positioning of the enterprise brand, resulting in poor evaluation effect of brand image identification. To improve the effectiveness of brand image recognition evaluation, a brand image recognition evaluation system design based on regional visual division is proposed. The test results indicate that the brand image recognition evaluation system based on regional visual division, regardless of whether it is disturbed by noise environment or not, results in higher brand image recognition, thereby improving the evaluation effect of brand image recognition and contributing to brand experience and brand image shaping. © 2023 CAD Solutions, LLC.