Brand Avatar: Translating Virtual World Branding into Real World Success: 0 - Rilegato

De Mesa, Alycia

Rilegato

ISBN 10: 0230201792 ISBN 13: 9780230201798

Casa editrice: Palgrave Macmillan, 2009

Riassunto

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.

Su questo libro

Recensione:

'A fantastic handbook for navigating the uncharted waters of virtual marketing and branding.' - Chet S. Ross, Director, SCORE® Arizona District

'Virtual Worlds and social networks are 21st Century versions of 1960s mind-expanding drugs, but they are expanding more than just the mind. They are restructuring the fundamental emotional DNA of a new generation of consumers. Alycia de Mesa's new book, Brand Avatar, is an essential primer for all marketers and agencies that need to understand the immersive virtual experiences that are society's' most important new frontier.' - Jack Myers, Author 'Virtual Worlds: Rewiring Your Emotional Future'& Media Futurist

Descrizione del libro:

Examples as diverse as Adidas, Jean-Paul Gaultier, and MTV help to illustrate strategies for successfully developing a brand presence in online communities, such as Second Life.

Su questa edizione

• Editore: Palgrave Macmillan
• Data di pubblicazione: 2009
• ISBN 10: 0230201792
• ISBN 13: 9780230201798
• Rilegatura: Copertina rigida
• Numero di pagine: 187