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