Augmented Reality and Corporate Brand Identity: An Opportunity for Pioneer Enterprises

The chapter analyses augmented reality as a tool to improve the customer experience and the corporate brand identity. In addition, it offers a new communicative experience between brands and consumers and can be used through proactive strategies based on the phygital model, where physical and digital coexist, supporting the corporate brand identity with a view to multi-stakeholder communication. In particular, this chapter identifies the main challenges and recommendations linked with this tool.