ABSTRACT
Metaverse will be a testing ground for producers to face the changing dynamics of marketing and digital markets in the future. Rapid changes in consumer behavior affect the company's policy on promotion, especially on media strategy. Digital media provides unlimited access to all platforms flexibly. Several major brands have established themselves on the platform metaverse. This research aims to study brand strategies, especially in the digital era in positioning brands in the digital market through the metaverse platform. The AISAS model is also used in analyzing the activity of a brand. Observations are made through analysis of brand content based on the media space contained in the metaverse. A comparative study of several big brands as a sample of objective data on the metaverse platform is conducted. Brands have a great effect and involvement as a strategic form, especially in adapting to market trends swarmed by consumers. Although it has not yet become a form of consumer behavior, the existence of the metaverse platform will be one of the brand's strategies in anticipating changes in information technology today.
