The Resource Brand Avatar : translating virtual world branding into real world success, Alycia de Mesa

Brand Avatar : translating virtual world branding into real world success, Alycia de Mesa

Label
Brand Avatar : translating virtual world branding into real world success
Title
Brand Avatar
Title remainder
translating virtual world branding into real world success
Statement of responsibility
Alycia de Mesa
Creator
Subject
Language
eng
Summary
"Brand Avatar is a look at business and branding strategies within the Internet's latest phenomena of virtual worlds. Virtual world web sites such as Second Life and There.com have already garnered millions of users around the world, representing a cross section of ages, ethnicities and purchasing power. Virtual world "residents" use and spend real money within the fictional-turned-real-life economies. Companies as diverse as Adidas, Pontiac, Jean-Paul Gaultier, MTV, and virtual world agencies based on real life ad and web agencies have all plunged into these unchartered waters to give their brands a virtual presence, using varied strategies and tactics. Brand Avatar covers the emergence of virtual world web sites, the culture and psychographic profile of virtual world users, the companies represented and the effectiveness of their business and branding strategies as well as the challenges that have emerged as a result of these worlds such as creating worldwide virtual world standards and intellectual property theft. This is a must read for any business person looking to gain a quick overview of the virtual world landscape and the value virtual worlds hold for companies and their brands."--Jacket
Cataloging source
DLC
http://library.link/vocab/creatorName
De Mesa, Alycia
Illustrations
illustrations
Index
index present
LC call number
HF5415.1255
LC item number
D46 2009
Literary form
non fiction
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Virtual reality
  • Success in business
  • Branding (Marketing)
  • Success in business
  • Virtual reality
Label
Brand Avatar : translating virtual world branding into real world success, Alycia de Mesa
Instantiates
Publication
Note
Includes index
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
The emergence and characteristics of virtual worlds -- The early worlds -- The adoption continuum -- The establishers -- The culture of virtual world users -- Adult user profiles and habits -- Teen user profiles and habits -- Kids and teen worlds -- The emergence of business within virtual worlds -- Why use virtual worlds? -- Types of businesses within virtual worlds -- Strategies and tactics from real-world brands -- The virtual worlds of proprietary brands -- Strategies, tactics and impact of virtual worlds built around a global brand -- Disney's Toontown -- Coke studios -- vMTV -- Success stories -- What's the measure of success? -- Examples of co-branding in virtual worlds -- What companies can learn from "grass-root" virtual brands -- Failure stories -- Failure defined -- What went wrong -- Lessons learned -- New challenges -- Virtual world standards (the case of IBM) -- Intellectual property theft -- Digital domain law -- Hijacked brands -- The futurist's review -- Reflections on strategies and trends -- Impact on business and brand strategies
Dimensions
24 cm
Extent
187 pages
Isbn
9780230201798
Lccn
2008046497
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
System control number
  • (OCoLC)276228846
  • (OCoLC)ocn276228846
Label
Brand Avatar : translating virtual world branding into real world success, Alycia de Mesa
Publication
Note
Includes index
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
The emergence and characteristics of virtual worlds -- The early worlds -- The adoption continuum -- The establishers -- The culture of virtual world users -- Adult user profiles and habits -- Teen user profiles and habits -- Kids and teen worlds -- The emergence of business within virtual worlds -- Why use virtual worlds? -- Types of businesses within virtual worlds -- Strategies and tactics from real-world brands -- The virtual worlds of proprietary brands -- Strategies, tactics and impact of virtual worlds built around a global brand -- Disney's Toontown -- Coke studios -- vMTV -- Success stories -- What's the measure of success? -- Examples of co-branding in virtual worlds -- What companies can learn from "grass-root" virtual brands -- Failure stories -- Failure defined -- What went wrong -- Lessons learned -- New challenges -- Virtual world standards (the case of IBM) -- Intellectual property theft -- Digital domain law -- Hijacked brands -- The futurist's review -- Reflections on strategies and trends -- Impact on business and brand strategies
Dimensions
24 cm
Extent
187 pages
Isbn
9780230201798
Lccn
2008046497
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
System control number
  • (OCoLC)276228846
  • (OCoLC)ocn276228846

Library Locations

  • African Studies LibraryBorrow it
    771 Commonwealth Avenue, 6th Floor, Boston, MA, 02215, US
    42.350723 -71.108227
  • Alumni Medical LibraryBorrow it
    72 East Concord Street, Boston, MA, 02118, US
    42.336388 -71.072393
  • Astronomy LibraryBorrow it
    725 Commonwealth Avenue, 6th Floor, Boston, MA, 02445, US
    42.350259 -71.105717
  • Fineman and Pappas Law LibrariesBorrow it
    765 Commonwealth Avenue, Boston, MA, 02215, US
    42.350979 -71.107023
  • Frederick S. Pardee Management LibraryBorrow it
    595 Commonwealth Avenue, Boston, MA, 02215, US
    42.349626 -71.099547
  • Howard Gotlieb Archival Research CenterBorrow it
    771 Commonwealth Avenue, 5th Floor, Boston, MA, 02215, US
    42.350723 -71.108227
  • Mugar Memorial LibraryBorrow it
    771 Commonwealth Avenue, Boston, MA, 02215, US
    42.350723 -71.108227
  • Music LibraryBorrow it
    771 Commonwealth Avenue, 2nd Floor, Boston, MA, 02215, US
    42.350723 -71.108227
  • Pikering Educational Resources LibraryBorrow it
    2 Silber Way, Boston, MA, 02215, US
    42.349804 -71.101425
  • School of Theology LibraryBorrow it
    745 Commonwealth Avenue, 2nd Floor, Boston, MA, 02215, US
    42.350494 -71.107235
  • Science & Engineering LibraryBorrow it
    38 Cummington Mall, Boston, MA, 02215, US
    42.348472 -71.102257
  • Stone Science LibraryBorrow it
    675 Commonwealth Avenue, Boston, MA, 02445, US
    42.350103 -71.103784
Processing Feedback ...