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Brand Analysis - Blizzard Inc
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Brand Analysis - Blizzard Inc

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  • 1. Brand Analysis
    By
    Christian Gregertsen
    Images: http://upload.wikimedia.org/wikipedia/en/thumb/b/b2/Blizzard_Entertainment_Logo.svg/375px-Blizzard_Entertainment_Logo.svg.png
  • 2. Company Profile
    Blizzard Entertainment
    Subsidiary of Activision Blizzard
    Founded in 1991
    Located in Irvine, California
    2,700 Employees
    Data: http://www.blizzard.com/us/inblizz/profile.html
    Images: http://upload.wikimedia.org/wikipedia/en/thumb/b/b2/Blizzard_Entertainment_Logo.svg/375px-Blizzard_Entertainment_Logo.svg.png | http://farm4.static.flickr.com/3266/2626457869_eb4f9aab39.jpg
  • 3. Ownership
    Blizzard Entertainment is a subsidiary of Activision Blizzard.
    Activision Blizzard is publically traded on NASDAQ under stock sticker ATVI.
    Data: http://www.nasdaq.com/aspx/dynamic_charting.aspx?selected=ATVI&symbol=ATDTV&symbol=ATVI&timeframe=1y&charttype=line
  • 4. Annual Revenue
    $1.2 Billion USD in 2007
    Up 58% from 2006
    Driven by continued momentum in World of Warcraft as well as its release of the first World of Warcraft expansion “The Burning Crusade”.
    $760 Million USD in 2006
    Images: http://adsvalue.com/images/Google_AdWords_Red_Arrow.jpg
  • 5. Product/Brand Portfolio
    Data: http://www.blizzard.com/us/
    Images: http://www.demonsoflight.net/AreaGiochi/Download/Immagini/starcraft-logo.gif | http://lastshepard.files.wordpress.com/2008/05/index-world-of-warcraft-logo.jpg | http://www.lightreborn.com/FanSites/war2logo.gif
  • 6. Target Market
    Target Market
    Casual Gamers to Hardcore Gamers.
    Demographics
    Quantcast.com [results for Blizzard.com]
    Biased towards Males [56% Male]
    Biased towards Teens [28% 12-17/44% 18-34]
    Mostly Caucasian [81% Caucasian]
    Quantcast.com [results for WorldOfWarcraft.com]
    Biased towards Males [51% Male]
    Biased towards Teens [29% 12-17/43% 18-34]
    Mostly Caucasian [81% Caucasian]
    Psychographics
    Interested in Multiplayer Gaming.
    Interested in Technology.
    Interested in Online Communities.
    Data: http://www.quantcast.com/blizzard.com#demographics | http://www.quantcast.com/worldofwarcraft.com#demographics
  • 7. Branding Components
    Logo -----------------------------------------------------------------------^
    Color [blue] -> The color of the sky, often associated with depth, stability and leadership.
    Words Owned -> Blizzard, Massively Multiplayer Online Gaming.
    Type -> Wordmark.
    The logo is protectable. It is unique as well as Trademarked and Registered. It is also actively used.
    Branding Laws:
    Law of Advertising [Followed]: Showing ads on TV in order to maintain the brand.
    Law of Color [Followed]: Blue represents leadership. Blizzard is the leader in online gaming with over 10 million subscribers in World of Warcraft alone.
    Advertisement: http://www.youtube.com/watch?v=yKAU18LUPZs
    Data: http://www.color-wheel-pro.com/color-meaning.html | http://www.logodesignsource.com/types.html
  • 8. Mission Statement
    Blizzard Entertainment does not have a mission statement.
    Corporate Philosophy: Focusing on creating well-designed, highly enjoyable entertainment experiences and maintaining an unparalleled reputation for quality.
    Data: http://www.quantcast.com/blizzard.com#demographics | http://www.quantcast.com/worldofwarcraft.com#demographics
    Images: http://www.blizzard.com/images/inblizz-header.jpg
  • 9. Archetype
    The Creator
    Motto: If you can imagine it, it can be done. [Blizzard imagined and created online worlds]
    Goal: To realize a vision. [Blizzard realized the vision to become the number one provider of Massively Multiplayer Online Gaming with over 10 million subscribers to WoW alone]
    Strategy: Develop artistic control and skill. [Blizzard models virtual 3D worlds, characters and item models through their skilled art team]
    Data: http://www.brandhouse.com/Web/EN/Archetypes/The+12+archetypes/The+Creator
    Images: http://www.americajin.com/wp-content/uploads/2008/07/ss631.jpg
  • 10. Brand and Customer Stories
    Blizzard uses celebrities to advertise “customer” stories through the television media vehicle:
    Steve Van Sandt (Silvio): http://www.youtube.com/watch?v=zXeyYdGoLCU
    Mr. T: http://www.youtube.com/watch?v=1bsOKH3_DNo
    OzzyOsbourne: http://www.youtube.com/watch?v=mT8maUTzE48
    They are effective because celebrities influence the general public. If they are playing then the people who watch the commercials want to play as well.
    Blizzard users customer stories in order to promote sales of their games. A lot of people sign up for their games from word of mouth because they have friends playing the games.
    Blizzard helps promote this by giving “friend passes” with retail copies of their games, letting the purchasers friend try out the game for 10 days before purchasing.
  • 11. Brand Community and Interactivity
    Blizzards lets users post their customer stories at the
    [http://forums.worldofwarcraft.com/index.html?sid=1]
    The community forums are an effective tool for the customers to get customer service, report bugs, get technical support, discuss their games with other players, make suggestions to Blizzard, and talk about their achievements. The communities are very important. They give customer feedback to Blizzard so they know what changes they need to make in order to improve their product.
    Images: http://forums.worldofwarcraft.com/images/wrath/en_US/header-forums.gif
  • 12. SWOT Analysis
    Images: http://www.blizzard.com/images/inblizz-header.jpg
  • 13. Sources
    Anonymous, (2008). Blizzard entertainment - Company profile. Retrieved December 7, 2008, from Blizzard entertainment Web site: http://www.blizzard.com/us/inblizz/profile.html
    Anonymous, (2008, December 7). Nasdaq stock market charts - Free stock charts - stock interactive charts. Retrieved December 7, 2008, from Nasdaq Web site: http://www.nasdaq.com/aspx/dynamic_charting.aspx?selected=ATVI&symbol=ATDTV&symbol=ATVI&timeframe=1y&charttype=line
    Anonymous, (2008). Blizzard entertainment. Retrieved December 7, 2008, from Blizzard entertainment Web site: http://www.blizzard.com/us/
    Anonymous, (2008, December 7). blizzard.com – Quantcast audience profile. Retrieved December 7, 2008, from Quantcast Web site: http://www.quantcast.com/blizzard.com#demographics
    Anonymous, (2008, December 7).worldofwarcraft.com – Quantcast audience profile. Retrieved December 7, 2008, from Quantcast Web site: http://www.quantcast.com/worlfofwarcraft.com#demographics
    Anonymous, (2008). The creator |brandhousea/s. Retrieved December 7, 2008, from Brandhouse.com Web site: http://www.brandhouse.com/Web/EN/Archetypes/The+12+archetypes/The+Creator

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