Abstract

This paper introduces the concept of Branded EVM Ecosystems (BEE) — autonomous, EVM-compatible networks representing global brands.

Each Branded EVM operates as a micro-economy with its own native token, loyalty logic, and payment system, yet remains interoperable across the broader Ethereum and L2 landscape.

This framework allows brands to directly tokenize customer engagement, merging loyalty programs, payments, and NFTs under a unified economic layer. Users can seamlessly bridge assets between branded networks, unlocking a new era of cross-brand interoperability and customer ownership of loyalty.

1. Introduction

Traditional loyalty programs are isolated silos, bound by centralized systems and static point economies. Blockchain has enabled decentralized finance, yet brand-level engagement remains underutilized.

Branded EVM Ecosystems propose that each major brand — hotels, airlines, retailers, fashion houses — can deploy its own EVM-compatible chain as a sovereign economy with direct consumer access. These branded EVMs extend the Ethereum ecosystem horizontally, forming a Network of Branded Economies (NoBE).

2. Architecture Overview

Each Branded EVM (bEVM) is:

• EVM-Compatible: Fully interoperable with L1 Ethereum and major L2s (Arbitrum, Base, Linea, Optimism).

• Brand-Owned & Operated: Each brand controls its tokenomics, validator set, and governance.

• Interconnected via Branded Bridge Protocol (BBP): Allows secure value transfer between bEVMs.

• Integrated with Fiat & Crypto Cards: Users can spend tokens directly via brand-linked debit/credit crypto cards.

• Reward-Driven: Native tokens power cashback, NFT drops, and dynamic loyalty rewards.

3. Use Cases

3.1 Marriot EVM – Hospitality Loyalty Economy

Scenario:

Guests book and pay for stays using MARRUSD tokens via their Marriot Crypto Card.

They receive periodic airdrops representing loyalty status — e.g., NFT “Marriot Titanium” badge unlocking automatic room upgrades.

Cross-Brand Example:

A guest can bridge MARRUSD → VICTUSD (Victoria Secret token) and use the Victoria Card to shop lingerie.

By doing so, they unlock cashback in NFTs representing limited collection digital wearables or receive Victoria Club Points on-chain.

3.2 Victoria Secret EVM – Fashion & Retail Loyalty Network

Scenario:

Users shopping in Victoria Secret stores with their Victoria Card (linked to Victoria EVM) earn NFT airdrops symbolizing their tier (e.g., “Angel Pass NFT”) and gain access to early drops.

Cross-Brand Example:

A user bridging value from Marriot EVM can pay with VictoriaUSD and automatically receive a collaboration NFT (e.g., “Stay & Shop” collection co-branded between Marriot and Victoria Secret).

3.3 Emirates EVM – Travel Integration

Airline customers can hold EMIRUSD, redeem flights, or bridge tokens to Marriot EVM for hotel stays — achieving a cross-ecosystem loyalty chain.

NFT boarding passes can act as “Proof-of-Stay” collectibles, redeemable for upgrades in both ecosystems.

3.4 Starbucks EVM – Everyday Payments

Users can top up STARUSD and pay for coffee globally via their crypto card.

NFT-based seasonal cups become dynamic collectibles that also represent staking multipliers within the Starbucks EVM economy.

4. Tokenomics Blueprint

Each Branded EVM issues its own stable utility token (e.g., MARRUSD, VICTUSD), pegged 1:1 to USD equivalents and backed by treasury smart contracts or synthetic liquidity pools.

Key Mechanisms:

• Native Gas Fees: Paid in brand tokens.

• Airdrop Incentives: Time-based or activity-based emissions.

• Bridge Liquidity Incentives: APY rewards for users bridging between branded EVMs.

• NFT-Backed Loyalty: Non-transferable NFTs (Soulbound or Dynamic) to represent user tier/status.

5. Interoperability Layer – Branded Bridge Protocol (BBP)

A unifying protocol allowing cross-brand asset transfer with metadata retention (loyalty history, NFT badges, etc.).

Example:

When a user bridges MARRUSD → VICTUSD, metadata showing “Marriot Titanium Holder” allows Victoria Secret to offer targeted discounts or NFT airdrops.

6. Technical Stack

• Consensus: Proof-of-Stake or Delegated Proof-of-Stake

• Base Layer: Compatible with L2 frameworks like Arbitrum Orbit, Base Rollup Kit, or Linea Custom Chains

• Bridge Layer: Powered by BBP (custom protocol) utilizing zk-verified cross-communication

• Wallet Layer: Integrated with branded debit cards, NFT vault, and loyalty dashboard

7. Strategic Benefits

For Brands:

• Direct monetization of loyalty

• Full control of brand economy and liquidity

• Dynamic customer engagement through NFTs and DeFi mechanics

For Users:

• Real ownership of loyalty value

• Borderless payments between branded ecosystems

• Gamified experiences and interoperable perks