Blizzard Entertainment is a video game company founded in 1991 that currently employs 4,700 people. They are best known for popular games like World of Warcraft and expansions. Blizzard focuses on creating engaging entertainment experiences for customers. They support customers through 24/7 online support and forums to gather feedback. Blizzard also advertises through celebrity endorsements and hosts BlizzCon, an annual gaming convention attended by 25,000 people. While dependent on World of Warcraft, Blizzard has opportunities in virtual reality and theme parks, though new competition poses a threat.

1. Brand In The News
Brand Management | MKT320
Chris Shallow | Fall 2016
Levan Inauri
11/1/2016 1

2. Table of Contents
• Brand Profile
• Product Portfolio
• Branding Strategy
• Customer Feedback
• Advertising Campaign
• SWOT
11/1/2016 2

3. Brand Profile
• Founded in 1991
• Named “Blizzard” in 1994
• 4,700 Employees
• Dedicated to Creating The Most Epic
Entertainment Experiences…Ever
• Leader in The Video Game Industry
11/1/2016 3

4. Main Product Portfolio
11/1/2016 4

5. Other Products
11/1/2016 5

6. Strategy
Augmented
product
6 Expansions
in 12 years
11/1/2016 6

7. Customer Support & Feedback
• 24 hour online support
• Focused on responsiveness
• Customer Friendly
• Always trying to get feedback
• Online Forums
11/1/2016 7

8. Celebrity
Advertising
Ozzy Osbourne.
Chuck Norris
Jean-Claude Van Damme
Vin Diesel11/1/2016
8

9. .11/1/2016 9

10. First held in 2005
Attended by 25,000
Viewed by 10 million
11/1/2016 10

11. The Movie
Box Office: $433 million
11/1/2016 11

12. SWOT
Strengths
• High Brand Value
• Resources
• Talent
• Leader in its market
Weaknesses
• Dependent on “WoW”
Opportunities
• Virtual Reality
• Theme Park
Threats
• Emerging Competition
11/1/2016 12

13. Questions?
11/1/2016 13

14. Sources
• https://www.youtube.com/watch?v=XRwNr9gp1jo
• https://www.youtube.com/playlist?list=PL4D749A924C4050EB
• http://us.blizzard.com/en-us/company/about/b20/timeline.html
• https://www.engadget.com/2012/02/13/blizzard-has-4-700-
employees-across-11-cities/
• https://us.battle.net/shop/en/
• https://gear.blizzard.com/
• https://eu.battle.net/support/en/help/
• http://www.mba-insights.com/mba-insights/we-will-persevere-
quote-from-a-world-of-warcraft-npc-an-analysis-of-blizzards-
marketing-strategy-in-the-mmorpg-market
11/1/2016 14