01949nam a2200253 a 4500 vtls000056723 KUKTEM 20251117150410.0 111208t2009 nyua f b 001 0 eng d 9780230201798 201203231110 jamie 201203231103 jamie 201112081816 irma UMP HF5415.1255 D46 2009 De Mesa, Alycia Brand Avatar : translating virtual world branding into real world success / Alycia de Mesa New York : Palgrave Macmillan, c2009 x, 187 p. : ill. ; 24 cm. Includes bibliographical references and index 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 strategie Branding (Marketing) Virtual reality Success in business 0 0 0 0 20000 20000 2019-09-04 136.52 0 HF5415.1255 D46 2009 0000063606 2019-09-04 00:00:00 1 136.52 2019-09-04 OPEN VIRTUA40 57587 57593 VTLSSORT0080*0200*0400*0900*1000*2450*2600*3000*5040*5050*6500*6501*6502*9991