Publication

Abstract : Digital media and the internet has provided us with infinite opportunities for brand building and marketing. Whenever a product is advertised, it must add value in terms of product and brand knowledge. Good product, design, content and advertisement tend to create a better image in mind of the client. Hence, there are more chances that the product will be chosen by the client. Augmented reality (AR) is an innovative technology which adds virtual objects to the reality that can create real like experiences. Interactive design helps to feel and experience the product without physically going anywhere or purchasing it. This creates a strong imprint in the customer's mind about the product, therefore it is easier to recall the product. This paper aims to investigate the effectiveness of Augmented reality in brand building and marketing along with the traditional mode of advertisement (digital and print). One of the world's most complex and biggest industry is targeted for the study, the valves industry. An Augmented reality application is developed for the customers as well as the employees, then a survey is carried out to compare the results when only traditional methods of advertising are used and when Augmented reality is added to traditional ways of advertising.