As the metaverse evolves into a significant digital ecosystem (Lee et al., Journal of Digital Marketing, 3(1):1–12, 2022), brands increasingly explore their potential to engage consumers in novel ways (Huang and Rust, Journal of Service Research, 23(2):155–172, 2020). This study examines the emerging market perspective on building brand presence within the metaverse, focusing on understanding how brands can effectively integrate into this immersive virtual environment (Kim and Lee, Journal of Marketing Theory and Practice, 28(3):319–337, 2020). The primary aim is to explore strategies for creating meaningful and engaging brand experiences that resonate with virtual communities while capitalising on new business opportunities (Kotler and Armstrong, Principles of marketing, Pearson, 2020). Methodologically, this study employs a systematic approach to the literature review, synthesising existing research on the metaverse and its implications for brand engagement and virtual community building (Creswell and Creswell, Research design: Qualitative, quantitative, and mixed methods approaches, SAGE Publications, 2018). Insights drawn from this approach will help identify key success factors, challenges, and opportunities for brands looking to navigate the metaverse’s rapidly evolving landscape (Gartner, Emerging technologies and digital transformation in the metaverse, Gartner Research Reports, 2022). This research contributes to the growing knowledge surrounding digital transformation and marketing innovation in emerging markets, offering practical guidance for brands aiming to establish a sustainable presence in this new digital frontier.