World Wrestling Entertainment Brand analysis: Development, Performance, Strategy Course: EIBC Student number: 0625378 Student name: Urbanas, Regimantas Module: Product and Brand Management

History of WWE 1915 – first boxing event by Roderick James McMahon 1953 – foundation of Capitol Wrestling Corporation 1963 – creation of WWWF (renamed to WWF in 1979) 1982 - Vincent McMahon becomes leader of WWF 1985 – date of the first WrestleMania 2002 – WWF is forced to change name to WWE 2006 – introduction of renewed ECW (3rd show of WWE)

1915 – first boxing event by Roderick James McMahon

1953 – foundation of Capitol Wrestling Corporation

1963 – creation of WWWF (renamed to WWF in 1979)

1982 - Vincent McMahon becomes leader of WWF

1985 – date of the first WrestleMania

2002 – WWF is forced to change name to WWE

2006 – introduction of renewed ECW (3rd show of WWE)

WWE brand related products

WWE brand related products Live wrestling events and TV broadcasting Pay-per-view events Video games Magazines and books Trade of VHS/DVD/Blu-ray video materials Music CD publishing WWE Internet media and mobile telephone content WWE brand merchandising Retail shops WWE films

Live wrestling events and TV broadcasting

Pay-per-view events

Video games

Magazines and books

Trade of VHS/DVD/Blu-ray video materials

Music CD publishing

WWE Internet media and mobile telephone content

WWE brand merchandising

Retail shops

WWE films

WWE brand personality Tough, sexy and cool middle-age guy Young, energetic and experienced He is patriotic American Extrovert and enjoys attention Likes doing sports Real macho man Some worships him, others – hate him Always hungry for money and knows how to get it

Tough, sexy and cool middle-age guy

Young, energetic and experienced

He is patriotic American

Extrovert and enjoys attention

Likes doing sports

Real macho man

Some worships him, others – hate him

Always hungry for money and knows how to get it

WWE brand attributes, benefits and values Emotions Community (sense of belonging) Entertainment and excitement Patriotism Small indulgences Self respect Fantasy adventure

Emotions

Community (sense of belonging)

Entertainment and excitement

Patriotism

Small indulgences

Self respect

Fantasy adventure

Competitiveness of WWE brand Who are the competitors for WWE? Who are the competitors for WWE films? TNA wrestling; Boxing federations, bushido associations and other fighting sports; NBA, NHL, MLB and other professional sport organizations in USA Music bands and show industry Major Hollywood movie studios like 20th Century Fox, Paramount pictures, Columbia pictures, United Artists, Warner Bros studios, Miramax films and others

Who are the competitors for WWE?

Who are the competitors for WWE films?

TNA wrestling;

Boxing federations, bushido associations

and other fighting sports;

NBA, NHL, MLB and other professional

sport organizations in USA

Music bands and show industry

Major Hollywood movie studios like 20th Century Fox,

Paramount pictures, Columbia pictures, United Artists,

Warner Bros studios, Miramax films and others

WWE links with popular culture Wrestling is strongly connected with fashion, music, television and other pop culture trends. 50s, 60s – Soviet and Middle east culture wrestlers 70s – lots of Comics heroes and Mexican wrestlers 80s – family era in wrestling. Lots of wrestlers portrayed as animals, Native Americans, cowboys, clowns, zombies, pop singers From 1996 – tough era. Wrestlers are much darker, vicious, and violent. Some of them are associated with underground cultures. Most of the wrestlers are “tough”, “cool”

Wrestling is strongly connected with fashion, music, television and other pop culture trends.

50s, 60s – Soviet and Middle east culture wrestlers

70s – lots of Comics heroes and Mexican wrestlers

80s – family era in wrestling. Lots of wrestlers

portrayed as animals, Native Americans, cowboys, clowns, zombies, pop singers

From 1996 – tough era. Wrestlers are much darker, vicious, and violent. Some of them are associated with underground cultures. Most of the wrestlers are “tough”, “cool”

WWE and film industry Participation of brightest action movie superstars like Arnold Schwarzenegger, Chuck Norris, Mr. T, Sylvester Stallone, Jackie Chan, boxer Mike Tyson and many others in WWE shows was their first link with movie industry More than 50 wrestlers through history has acted at least in a one movie. Couple of them – Hulk Hogan, The Rock, Roddy Piper managed to act in more 7 or more. WWE films made 3 sole production movies so far. “The Marine” , “See no Evil” and the “The Condemned ”

Participation of brightest action movie superstars like Arnold Schwarzenegger, Chuck Norris, Mr. T, Sylvester Stallone, Jackie Chan, boxer Mike Tyson and many others in WWE shows was their first link with movie industry

More than 50 wrestlers through history has acted at least in a one movie. Couple of them – Hulk Hogan, The Rock, Roddy Piper managed to act in more 7 or more.

WWE films made 3 sole production movies so far. “The Marine” , “See no Evil” and the “The Condemned ”

Key challenges for WWE brand Competition of TNA Young audience Adaptation of WWE strategy for non-American markets Increasing amounts of Illegal downloads of WWE intellectual production

Competition of TNA

Young audience

Adaptation of WWE strategy for non-American markets

Increasing amounts of Illegal downloads of WWE intellectual production

Recommendations for the future WWE brand strategy Appointing national of regional directors for WWE brand strategy in particular market “ WWE films” self identification and change of activities Further development of creative storyline Expansion to developing countries Active usage of Web 2.0 possibilities like social networking, BLOGs and others

Appointing national of regional directors for WWE brand strategy in particular market

“ WWE films” self identification and change of activities

Further development of creative storyline

Expansion to developing countries

Active usage of Web 2.0 possibilities like social networking, BLOGs and others

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