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Brand Avatar : translating virtual world branding into real world success

Brand Avatar : translating virtual world branding into real world success (Loan 1 times)

Material type
단행본
Personal Author
De Mesa, Alycia.
Title Statement
Brand Avatar : translating virtual world branding into real world success / Alycia de Mesa.
Publication, Distribution, etc
New York :   Palgrave Macmillan ,   2009.  
Physical Medium
187 p. ; 24 cm.
ISBN
9780230201798
Content Notes
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.
Bibliography, Etc. Note
Includes bibliographical references and index.
Subject Added Entry-Topical Term
Branding (Marketing) Virtual reality. Success in business.
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001 000045550938
005 20090928101043
008 081119s2009 nyu b 001 0 eng
010 ▼a 2008046497
020 ▼a 9780230201798
035 ▼a (KERIS)REF000015145466
040 ▼a DLC ▼c DLC ▼d 211009
050 0 0 ▼a HF5415.1255 ▼b D46 2009
082 0 0 ▼a 658.8/27 ▼2 22
090 ▼a 658.827 ▼b D376b
100 1 ▼a De Mesa, Alycia.
245 1 0 ▼a Brand Avatar : ▼b translating virtual world branding into real world success / ▼c Alycia de Mesa.
260 ▼a New York : ▼b Palgrave Macmillan , ▼c 2009.
300 ▼a 187 p. ; ▼c 24 cm.
504 ▼a Includes bibliographical references and index.
505 0 ▼a 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.
650 0 ▼a Branding (Marketing)
650 0 ▼a Virtual reality.
650 0 ▼a Success in business.
945 ▼a KINS

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Education Reserves6/ Call Number 658.827 D376b Accession No. 111547571 Availability Available Due Date Make a Reservation Service B M

Contents information

Table of Contents

Table of Contents Introduction Chapter 1. The Emergence& Characteristics of Virtual Worlds The early worlds The adoption continuum The establishers Chapter 2. The Culture of Virtual World Users Adult user profiles and habits Tween user profiles and habits Kids& tween worlds Chapter 3. The Emergence of Business within Virtual Worlds Why use virtual worlds? Types of businesses within virtual worlds Strategies and tactics from real-world brands Chapter 4. The Virtual Worlds of Proprietary Brands Strategies, tactics and impact of virtual worlds built around a global brand Disney's Toontown Coke Studios vMTV Chapter 5. Success Stories What's the measure of success? Examples of co-branding in virtual worlds What companies can learn from 'grass-root' virtual brands Chapter 6. Failure Stories Failure defined What went wrong Lessons learned Chapter 7. New Challenges Virtual world standards (the case of IBM) Intellectual Property Theft Digital Domain Law Hijacked Brands Chapter 8. The Futurist's Review Reflections on trends, user behaviors and the impact on business and brand strategies Brand Avatar Virtual Worlds Companion Guide Glossary of Terms Author Bio


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