Brand Avatar : translating virtual world branding into real world success /
| Main Author: | De Mesa, Alycia. |
|---|---|
| Format: | Book |
| Language: | English |
| Call Number: | HF5415.1255 D46 2009 |
| Institution: | Perbadanan Perpustakaan Awam Negeri Perak |
| Library: | Main Library |
| Record Id / ISBN-0: | ppap.50298 / 9780230201798 |
| Online Public Access Catalog: | Perbadanan Perpustakaan Awam Negeri Perak |
| Published: |
New York :
Palgrave Macmillan,
2009.
|
| Subjects: | |
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Table of Contents:
- 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.