Brand Avatar Translating Virtual World Branding into Real World Success [Hardcover]

Virtual worlds such as Second Life, have millions of users worldwide. Virtual world residents wield huge purchasing power, and?use real money in the online economies. Companies as diverse as Adidas, Jean-Paul Gaultier, and MTV have plunged into these unchartered waters to give their brands a virtual presence, using varied strategies.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

'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 agenlH