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Brand avatartranslating virtual worl...

De Mesa, Alycia.

Brand avatartranslating virtual world branding into real world success /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Brand avatarAlycia de Mesa.
其他題名:	translating virtual world branding into real world success /
作者:	De Mesa, Alycia.
出版者:	Basingstoke :Palgrave Macmillan,2008.
標題:	Brand name products.
電子資源:	access to fulltext (Palgrave)
ISBN:	9780230233713

Brand avatartranslating virtual world branding into real world success /
De Mesa, Alycia.

Brand avatartranslating virtual world branding into real world success /[electronic resource] :Alycia de Mesa. - Basingstoke :Palgrave Macmillan,2008.

Table of Contents -- -- Introduction -- -- Chapter 1. The Emergence & Characteristics of Virtual Worlds -- The early worlds -- The adoption continuum -- The establishers -- -- -- Chapter 2.The Culture of Virtual World Users -- Adult user profiles and habits -- Tween user profiles and habits -- Kids & tween worlds -- -- Chapter 3. The Emergence of Business within Virtual Worlds -- Why use virtual worlds? -- Types ofbusinesses within virtual worlds -- Strategies and tactics from real-world brands -- -- -- Chapter 4. The Virtual Worlds of Proprietary Brands -- Strategies, tactics and impact of virtual worlds built around a global brand -- Disney b2 ss Toontown -- Coke Studios -- vMTV -- -- Chapter 5. Success Stories -- What b2 ss the measure of success? -- Examplesof co-branding in virtual worlds -- What companies can learn from b3 sgrass-root b4 s virtual brands -- -- Chapter 6. Failure Stories -- Failure defined -- What went wrong -- Lessons learned -- -- Chapter 7. NewChallenges -- Virtual world standards (the case of IBM) -- Intellectual Property Theft -- Digital DomainLaw -- Hijacked Brands -- -- Chapter8. The Futurist b2 ss Review -- Reflections on trends, user behaviors and the impact on business and brand strategies -- -- Brand Avatar Virtual Worlds Companion Guide -- -- Glossary of Terms -- -- Author Bio .

Brand Avatar is a look at business and branding strategies within the Internet b2 ss 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, thecompanies 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 worldlandscape and the value virtual worlds hold for companies and their brands.

Electronic reproduction.
Basingstoke, England :
Palgrave Macmillan,
2009.

Mode of access:World Wide Web.

ISBN: 9780230233713Subjects--Topical Terms:

202795
Brand name products.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HD69.B7 / M47 2008

Dewey Class. No.: 658.827

Brand avatartranslating virtual world branding into real world success /
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505 0 $a Table of Contents -- -- Introduction -- -- Chapter 1. The Emergence & Characteristics of Virtual Worlds -- The early worlds -- The adoption continuum -- The establishers -- -- -- Chapter 2.The Culture of Virtual World Users -- Adult user profiles and habits -- Tween user profiles and habits -- Kids & tween worlds -- -- Chapter 3. The Emergence of Business within Virtual Worlds -- Why use virtual worlds? -- Types ofbusinesses within virtual worlds -- Strategies and tactics from real-world brands -- -- -- Chapter 4. The Virtual Worlds of Proprietary Brands -- Strategies, tactics and impact of virtual worlds built around a global brand -- Disney b2 ss Toontown -- Coke Studios -- vMTV -- -- Chapter 5. Success Stories -- What b2 ss the measure of success? -- Examplesof co-branding in virtual worlds -- What companies can learn from b3 sgrass-root b4 s virtual brands -- -- Chapter 6. Failure Stories -- Failure defined -- What went wrong -- Lessons learned -- -- Chapter 7. NewChallenges -- Virtual world standards (the case of IBM) -- Intellectual Property Theft -- Digital DomainLaw -- Hijacked Brands -- -- Chapter8. The Futurist b2 ss Review -- Reflections on trends, user behaviors and the impact on business and brand strategies -- -- Brand Avatar Virtual Worlds Companion Guide -- -- Glossary of Terms -- -- Author Bio .
520 $a Brand Avatar is a look at business and branding strategies within the Internet b2 ss 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, thecompanies 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 worldlandscape and the value virtual worlds hold for companies and their brands.
533 $a Electronic reproduction. $b Basingstoke, England : $c Palgrave Macmillan, $d 2009. $n Mode of access:World Wide Web. $n System requirements: Web browser. $n Title from title screen (viewed on Apr. 24, 2009). $n Access may be restricted to users at subscribing institutions.
650 0 $a Brand name products. $3 202795
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