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Translating Virtual World Branding into Real World Success

  • Authors
  • Alycia de Mesa

Table of contents

  1. Front Matter
    Pages i-x
  2. Alycia de Mesa
    Pages 1-5
  3. Alycia de Mesa
    Pages 19-30
  4. Alycia de Mesa
    Pages 53-66
  5. Alycia de Mesa
    Pages 67-78
  6. Alycia de Mesa
    Pages 79-87
  7. Alycia de Mesa
    Pages 89-100
  8. Alycia de Mesa
    Pages 101-111
  9. Alycia de Mesa
    Pages 113-171
  10. Back Matter
    Pages 173-187

About this book

Introduction

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.

Keywords

brand branding co-branding Content

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods