Brand avatar : translating virtual world branding into real world success
By: De Mesa, Alycia
Material type: TextPublisher: New York : Palgrave Macmillan, 2009Description: HB; x,187p.incl.indexISBN: 9780230201798Subject(s): Branding | Marketing | Virtual Reality | Success in BusinessDDC classification: 658.827 M3B7Item type | Current location | Call number | Status | Date due | Barcode |
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Books | Ahmedabad (HO) Book Section | 658.827 M3B7 (Browse shelf) | Available | 25148 |
Includes bibliographical references and index.
He emergence & 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 & 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 trends, user behaviors and the impact on business and brand strategies.
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