Brand Avatar Book by Alycia De Mesa - Bookswagon UAE
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Brand Avatar

Brand Avatar


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About the Book

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
About the Author: ALYCIA DE MESA is a brand consultant, author, writer and speaker. Her published works on branding news, trends, analysis and commentary have appeared around the world most notably for Brandchannel.com and Businessweek.com's Design and Innovation sections. Her book Before The Brand on the principles of brand identity was published by McGraw-Hill in 2002. De Mesa's client list includes companies across industries from Fortune 100 to start-ups, including Xerox, HP, McDonald's, and the Phoenix Coyotes NHL team. Over the last few years, she has been a key speaker at various conferences including Stanford University's Graduate School of Business Future of Entertainment conference and Paris-based Luxe's Luxury Branding on the Internet conference.

More on de Mesa Brand Consulting can be found at http: //www.demesabrands.com and Alycia de Mesa's blog at http: //alyciademesa.blogspot.com Alycia de Mesa can also be contacted through relevant social media channels.


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Product Details
  • ISBN-13: 9781349299997
  • Publisher: Palgrave MacMillan
  • Publisher Imprint: Palgrave Macmillan
  • Height: 234 mm
  • No of Pages: 187
  • Series Title: English
  • Sub Title: Translating Virtual World Branding Into Real World Success
  • Width: 156 mm
  • ISBN-10: 1349299995
  • Publisher Date: 27 Feb 2009
  • Binding: Paperback
  • Language: English
  • Returnable: Y
  • Spine Width: 11 mm
  • Weight: 335 gr


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