Brand Avatar: Translating Virtual World Branding into Real World Success

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2009-02-27

Format: Hardcover

ISBN-13: 9780230201798

DOI: 10.1057/9780230233713

Dimensions: 235cm x155cm

Pages: 187