Brand Avatar

Book Name : Brand Avatar_x000D_
Translating Virtual World Branding into Real World Success

By by Alycia de Mesa

Sub Title : Translating Virtual World Branding into Real World Success

Written by : by Alycia de Mesa

Subject Category : Academic Business

Read online, or download PDF file

about this book

Brand Avatar is a look at business and branding strategies within the Internet's latest phenomena of virtual worlds. Virtual world web sites such as Second Life and There.com have already garnered millions of users around the world, representing a cross section of ages, ethnicities and purchasing power. Virtual world "residents" use and spend real money within the fictional-turned-real-life economies. Companies as diverse as Adidas, Pontiac, Jean-Paul Gaultier, MTV, and virtual world agencies based on real life ad and web agencies have all plunged into these unchartered waters to give their brands a virtual presence, using varied strategies and tactics. Brand Avatar covers the emergence of virtual world web sites, the culture and psychographic profile of virtual world users, the companies represented and the effectiveness of their business and branding strategies as well as the challenges that have emerged as a result of these worlds such as creating worldwide virtual world standards and intellectual property theft. This is a must read for any business person looking to gain a quick overview of the virtual world landscape and the value virtual worlds hold for companies and their brands. Palgrave Macmillan; February 2009 ISBN 9780230233713 Read online, or download in secure PDF format Title: Brand Avatar Author: Alycia de Mesa Imprint: Palgrave Macmillan Subject categories Academic Business > E-Commerce Computers > Electronic Commerce Business > International Business > Marketing Business and Commerce > Business > Marketing. Distribution of products Current Events > Mass Media Professions and Applied Sciences Computers > Social Aspects ISBNs 0230233716 9780230201798 9780230233713 In The Press '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 agencies that need to understand the immersive virtual experiences that are society's' most important new frontier.' - Jack Myers, Author 'Virtual Worlds: Rewiring Your Emotional Future'& Media Futurist 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.

About The authore

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.

Related subjects

Academic Business - E-Commerce Computers - Electronic Commerce Business - International Business - Marketing Business and Commerce - Business - Marketing. Distribution of products Current Events - Mass Media Professions and Applied Sciences Computers - Social Aspects

ISBN

0230233716 - 9780230201798 - 9780230233713

In The Press:

'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 agencies that need to understand the immersive virtual experiences that are society's' most important new frontier.' - Jack Myers, Author 'Virtual Worlds: Rewiring Your Emotional Future'& Media Futurist

Imprint

Palgrave Macmillan