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About this book
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.
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Table of contents (10 chapters)
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Front Matter
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Back Matter
Reviews
'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.
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.
Bibliographic Information
Book Title: Brand Avatar
Book Subtitle: Translating Virtual World Branding into Real World Success
Authors: Alycia Mesa
DOI: https://doi.org/10.1057/9780230233713
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2009
Hardcover ISBN: 978-0-230-20179-8Published: 27 February 2009
Softcover ISBN: 978-1-349-29999-7Published: 27 February 2009
eBook ISBN: 978-0-230-23371-3Published: 27 February 2009
Edition Number: 1
Number of Pages: X, 187
Topics: Marketing, Regional and Cultural Studies, e-Business/e-Commerce, International Business, Industries