What is strategic brand management in the gaming industry? A case study of Blizzard Entertainment
(2023) BUSN21 20232Department 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:
http://lup.lub.lu.se/student-papers/record/9141162
- author
- Papangeli, Dimitra LU ; Martell, Ella LU and Sorle, Michaela LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20232
- year
- 2023
- 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}}, }