Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

What is strategic brand management in the gaming industry? A case study of Blizzard Entertainment

Papangeli, Dimitra LU ; Martell, Ella LU and Sorle, Michaela LU (2023) BUSN21 20232
Department of Business Administration
Abstract
Purpose: This study intends to explore how video games companies work with strategic
brand management.
Methodology: A qualitative literature review and case study of Blizzard Entertainment using
Kapferer’s Brand Identity Prism. The data was collected from Blizzard as well as other
secondary sources.
Findings: The findings of this paper shows that Kapferer’s Brand Identity Prism was
applicable to the case of Blizzard Entertainment. It highlighted that the corporate brand does
not necessarily need to have a strong personality as long as the gaming brands have strong
personalities. Additionally, communities are seemingly an important part of online brands.
Original/value: The paper is the first of its kind to study strategic brand... (More)
Purpose: This study intends to explore how video games companies work with strategic
brand management.
Methodology: A qualitative literature review and case study of Blizzard Entertainment using
Kapferer’s Brand Identity Prism. The data was collected from Blizzard as well as other
secondary sources.
Findings: The findings of this paper shows that Kapferer’s Brand Identity Prism was
applicable to the case of Blizzard Entertainment. It highlighted that the corporate brand does
not necessarily need to have a strong personality as long as the gaming brands have strong
personalities. Additionally, communities are seemingly an important part of online brands.
Original/value: The paper is the first of its kind to study strategic brand management in the
gaming industry. (Less)
Please use this url to cite or link to this publication:
author
Papangeli, Dimitra LU ; Martell, Ella LU and Sorle, Michaela LU
supervisor
organization
course
BUSN21 20232
year
type
H1 - Master's Degree (One Year)
subject
keywords
Strategic Brand Management, Kapferer’s Brand Identity Prism, Brand, Gaming Industry, Blizzard Entertainment, Online Community, Online Brands, Online Game Brands.
language
English
id
9141162
date added to LUP
2024-03-11 15:57:37
date last changed
2024-03-11 15:57:37
@misc{9141162,
  abstract     = {{Purpose: This study intends to explore how video games companies work with strategic
brand management.
Methodology: A qualitative literature review and case study of Blizzard Entertainment using
Kapferer’s Brand Identity Prism. The data was collected from Blizzard as well as other
secondary sources.
Findings: The findings of this paper shows that Kapferer’s Brand Identity Prism was
applicable to the case of Blizzard Entertainment. It highlighted that the corporate brand does
not necessarily need to have a strong personality as long as the gaming brands have strong
personalities. Additionally, communities are seemingly an important part of online brands.
Original/value: The paper is the first of its kind to study strategic brand management in the
gaming industry.}},
  author       = {{Papangeli, Dimitra and Martell, Ella and Sorle, Michaela}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{What is strategic brand management in the gaming industry? A case study of Blizzard Entertainment}},
  year         = {{2023}},
}