Brand Avatar: translating virtual world branding into real world success
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
Palgrave Macmillan
2009
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | X, 187 S. |
| ISBN: | 9780230201798 0230201792 |
Internformat
MARC
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| 100 | 1 | |a De Mesa, Alycia |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Brand Avatar |b translating virtual world branding into real world success |c Alycia de Mesa |
| 264 | 1 | |a New York |b Palgrave Macmillan |c 2009 | |
| 300 | |a X, 187 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Virtual reality | |
| 650 | 4 | |a Success in business | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017092522&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-017092522 | ||
Datensatz im Suchindex
| _version_ | 1804138582505422848 |
|---|---|
| adam_text | Titel: Brand avatar
Autor: De Mesa, Alycia
Jahr: 2009
CONTENTS
List of Illustrations ix
Acknowledgments x
INTRODUCTION 1
1 THE EMERGENCE AND CHARACTERISTICS OF
VIRTUAL WORLDS 7
THE EARLY WORLDS 8
THE ADOPTION CONTINUUM 11
THE ESTABLISHERS 1 7
2 THE CULTURE OF VIRTUAL WORLD USERS 19
ADULT USER PROFILES AND HABITS 20
TWEEN USER PROFILES AND HABITS 24
KIDS AND TWEEN WORLDS 27
3 THE EMERGENCE OF BUSINESS WITHIN
VIRTUAL WORLDS 31
WHY USE VIRTUAL WORLDS? 31
TYPES OF BUSINESSES WITHIN VIRTUAL WORLDS 32
STRATEGIES AND TACTICS FROM REAL WORLD BRANDS 42
4 THE VIRTUAL WORLDS OF PROPRIETARY BRANDS 53
STRATEGIES, TACTICS AND IMPACT OF VIRTUAL WORLDS BUILT
AROUND A GLOBAL BRAND 53
DISNEY S TOONTOWN 54
COKE STUDIOS 58
vMTV 60
5 SUCCESS STORIES 67
WHAT S THE MEASURE OF SUCCESS? 67
EXAMPLES OF CO-BRANDING IN VIRTUAL WORLDS 69
WHAT COMPANIES CAN LEARN FROM GRASS-ROOT VIRTUAL
BRANDS 75
CONTENTS
6 FAILURE STORIES 79
FAILURE DEFINED 79
WHAT WENT WRONG 80
LESSONS LEARNED 81
7 NEW CHALLENGES 89
VIRTUAL WORLD STANDARDS (THE CASE OF IBM) 89
INTELLECTUAL PROPERTY TH EFT 94
DIGITAL DOMAIN LAW 97
HIJACKED BRANDS 97
8 THE FUTURIST S REVIEW 101
REFLECTIONS ON STRATEGIES AND TRENDS 101
IMPACT ON BUSINESS AND BRAND STRATEGIES 102
VIRTUAL WORLD COMPANION GUIDE 113
Glossary of Terms 173
About the Author 183
Index 185
vm
LIST OF ILLUSTRATIONS
Figure
1.1 The Adoption Continuum 11
Screenshots
1A C 1J i Cybertown Prototype 12
1C Second Life 15
ID There.com 16
3A Adidas A3 Microride 35
3B Pontiac Motorati Island 37
3B2 Rasmusson Foundation Event in Second Life 38
3C Second House of Sweden 38
3D NOAA (National Oceanic and Atmospheric
Administration) 39
3E H R Block 41
3F IBM 43
3G Crowne Plaza Hotels 45
3H Webkinz 47
31 Habbo 48
4A Coke CC Metro in There.com 59
4B Coke CC Metro in There.com 60
4C vMTV The Hills 61
4D Pepsi in vMTV 63
5A Coke Virtual Thirst Contest in Second Life 71
5B Coke Virtual Thirst Contest in Second Life 72
5C Playboy 74
5D L Oreal Paris Campaign 77
7k Herman Miller Get Real Campaign 99
|
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| illustrated | Not Illustrated |
| indexdate | 2024-07-09T21:30:29Z |
| institution | BVB |
| isbn | 9780230201798 0230201792 |
| language | English |
| lccn | 2008046497 |
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| spelling | De Mesa, Alycia Verfasser aut Brand Avatar translating virtual world branding into real world success Alycia de Mesa New York Palgrave Macmillan 2009 X, 187 S. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Branding (Marketing) Virtual reality Success in business HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017092522&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | De Mesa, Alycia Brand Avatar translating virtual world branding into real world success Branding (Marketing) Virtual reality Success in business |
| title | Brand Avatar translating virtual world branding into real world success |
| title_auth | Brand Avatar translating virtual world branding into real world success |
| title_exact_search | Brand Avatar translating virtual world branding into real world success |
| title_full | Brand Avatar translating virtual world branding into real world success Alycia de Mesa |
| title_fullStr | Brand Avatar translating virtual world branding into real world success Alycia de Mesa |
| title_full_unstemmed | Brand Avatar translating virtual world branding into real world success Alycia de Mesa |
| title_short | Brand Avatar |
| title_sort | brand avatar translating virtual world branding into real world success |
| title_sub | translating virtual world branding into real world success |
| topic | Branding (Marketing) Virtual reality Success in business |
| topic_facet | Branding (Marketing) Virtual reality Success in business |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017092522&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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