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Unlocking the potential of NFTs in branding: An exploration of NFT-based brand experience

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  • Li, Wenjie
  • Corral de Zubielqui, Graciela
  • Rao Hill, Sally

Abstract

This study explores the evolving intersection of branding and digital assets through the lens of non-fungible tokens (NFTs), focusing on their role in shaping dynamic brand experiences. We propose a typology framework that examines how NFTs contribute to brand experience design and provides their implications for brand-consumer relationships. The research analyses five distinct NFT functions—storytelling media, identity badges, product access pass, change medallion and gamification element—and connects these roles to five types of brand experience design: brand heritage, community, product orientation, collaboration, and gamification. The findings contribute to digital branding literature by advancing the understanding of the function of digital assets within the brand experience design. This study offers a structured understanding of the value of NFTs in digital brand building by providing the roles NFTs play in brand experience. It explores the dynamic potential of brands to integrate NFTs into their strategies in the evolving Web3 environment. Finally, the industry pattern identified in this study provides insights for scholars and practitioners seeking to utilise NFTs effectively.

Suggested Citation

  • Li, Wenjie & Corral de Zubielqui, Graciela & Rao Hill, Sally, 2025. "Unlocking the potential of NFTs in branding: An exploration of NFT-based brand experience," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    • Handle: RePEc:eee:joreco:v:85:y:2025:i:c:s096969892500092x
    DOI: 10.1016/j.jretconser.2025.104313
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