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

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.