Brand avatar : translating virtual world branding into real world success
Alycia de Mesa
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
Year of publication: |
2009
|
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Authors: | Mesa, Alycia de |
Other Persons: | De Mesa, Alycia (contributor) |
Publisher: |
Basingstoke [u.a.] : Palgrave Macmillan |
Subject: | Markenführung | Brand management | Virtuelle Realität | Virtual reality | Social Web | Social web | Electronic Commerce | E-commerce | USA | United States | Markenpolitik | Erfolgsplanung |
Description of contents: | Table of Contents [gbv.de] ; Description [loc.gov] ; Description [swbplus.bsz-bw.de] |
Saved in:
Extent: | X, 187 S. Ill. 24cm |
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Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Glossar enthalten ; Glossary included |
Language: | English |
Notes: | im Aug. 2008 noch nicht erschienen/vorgemerkt |
ISBN: | 0-230-20179-2 ; 978-0-230-20179-8 |
Classification: | Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003688829
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