Brand Avatar: Translating Virtual World Branding into Real World Success

Hardcover | April 15, 2009

byAlycia de Mesa

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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.

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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 an...

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 M...

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Format:HardcoverDimensions:220 pages, 9.65 × 6.37 × 0.68 inPublished:April 15, 2009Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230201792

ISBN - 13:9780230201798

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Extra Content

Table of Contents

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