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Uncovering the Corporate Brand Identity: A case study on Rovio Entertainment

Di Napoli, Gabriele LU and Koponen, Thomas (2014) BUSN39 20141
Department of Business Administration
Abstract
Thesis purpose: To identify and describe the corporate brand identity of a successful company from the mobile gaming industry, examining its corporate brand development at different growth stages.

Methodology: This thesis assumes a constructionist ontological stance and interpretivist epistemological position. We chose an exploratory, qualitative single case study approach where semi-structured in-depth interviews were carried out in addition to email interviews. We also took advantage of secondary data in the form of previous interviews, conference speeches and gathering information from company press releases, company’s website(s) and official blog.

Theoretical perspective: The thesis is based upon a theory consisting of literature... (More)
Thesis purpose: To identify and describe the corporate brand identity of a successful company from the mobile gaming industry, examining its corporate brand development at different growth stages.

Methodology: This thesis assumes a constructionist ontological stance and interpretivist epistemological position. We chose an exploratory, qualitative single case study approach where semi-structured in-depth interviews were carried out in addition to email interviews. We also took advantage of secondary data in the form of previous interviews, conference speeches and gathering information from company press releases, company’s website(s) and official blog.

Theoretical perspective: The thesis is based upon a theory consisting of literature and academic articles within the fields of branding, product brand identity, corporate brands, corporate brand identity and corporate brand building from a SME context.

Empirical data: The presentation of findings is in the form of business history, represented as a timeline. The empirical data has been collected through primary data of three semi-structured and in-depth interviews, and two email interviews. Additional qualitative data in the form of secondary data has been gathered from company press releases, past interviews, company’s website(s) and official blog.

Conclusion: We conclude that Rovio Entertainment is a corporate brand, whereas predecessor Relude was not and Rovio Mobile only in later stage developed a weak, yet hidden corporate brand. We also conclude that the corporate brand identity has grown and been influenced alongside Rovio flagship product brand ‘Angry Birds’. We find that it is only recently that the Rovio corporate brand identity has become developed and diverged from the Angry Birds brand. (Less)
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author
Di Napoli, Gabriele LU and Koponen, Thomas
supervisor
organization
course
BUSN39 20141
year
type
H1 - Master's Degree (One Year)
subject
keywords
product brand identity, corporate brand, corporate brand identity, corporate brand building functions, SME growth, strategic brand management
language
English
id
4456552
date added to LUP
2014-06-25 17:05:17
date last changed
2014-06-25 17:05:17
@misc{4456552,
  abstract     = {Thesis purpose: To identify and describe the corporate brand identity of a successful company from the mobile gaming industry, examining its corporate brand development at different growth stages.

Methodology: This thesis assumes a constructionist ontological stance and interpretivist epistemological position. We chose an exploratory, qualitative single case study approach where semi-structured in-depth interviews were carried out in addition to email interviews. We also took advantage of secondary data in the form of previous interviews, conference speeches and gathering information from company press releases, company’s website(s) and official blog.

Theoretical perspective: The thesis is based upon a theory consisting of literature and academic articles within the fields of branding, product brand identity, corporate brands, corporate brand identity and corporate brand building from a SME context.

Empirical data: The presentation of findings is in the form of business history, represented as a timeline. The empirical data has been collected through primary data of three semi-structured and in-depth interviews, and two email interviews. Additional qualitative data in the form of secondary data has been gathered from company press releases, past interviews, company’s website(s) and official blog.

Conclusion: We conclude that Rovio Entertainment is a corporate brand, whereas predecessor Relude was not and Rovio Mobile only in later stage developed a weak, yet hidden corporate brand. We also conclude that the corporate brand identity has grown and been influenced alongside Rovio flagship product brand ‘Angry Birds’. We find that it is only recently that the Rovio corporate brand identity has become developed and diverged from the Angry Birds brand.},
  author       = {Di Napoli, Gabriele and Koponen, Thomas},
  keyword      = {product brand identity,corporate brand,corporate brand identity,corporate brand building functions,SME growth,strategic brand management},
  language     = {eng},
  note         = {Student Paper},
  title        = {Uncovering the Corporate Brand Identity: A case study on Rovio Entertainment},
  year         = {2014},
}