Brand

2697 Words May 12th, 2015 11 Pages
6/9/2013
6/9/2013
Matthew Hull, Scott Love, Nikole Phillips, Jason Wilcox
Predict 450
Matthew Hull, Scott Love, Nikole Phillips, Jason Wilcox
Predict 450
Game Console Brand Equity
An analysis of forces involved in Xbox, Playstation and Nintendo brand equity
Game Console Brand Equity
An analysis of forces involved in Xbox, Playstation and Nintendo brand equity

Introduction The successful marketing and revenue generation of products is governed by a host of tangible and intangible factors. As marketing analytics research continues to develop theories and models for uncovering these important components of the product sales cycle, certain components differentiate themselves through importance and impact. Brand equity is one
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With the PlayStation PSP placing ahead of the PlayStation, this poll would seem to indicate that specific platforms can be substantial brands with strong equity to themselves outside of the overarching brand.
Branding research and execution company, Stealing Share echoes the idea that brand equity can be differentiated between primary brand and different platform brands. Their analysis highlights Nintendo’s successful attempt to invigorate waning brand equity with the departure from traditional game console design and acquiring of new demographics (Stealing Share, 2010). Their analysis goes further though in detailing that shifts amongst primary brand and secondary brand the difficulties faced by gaming consoles. This problem highlights brand equity as a necessity amongst consoles due to the proliferation of titles across many platforms and the losing proposition of “strategic pricing, speed to market and a wing and a prayer” (Stealing Share, 2010).
Brand equity importance is clearly a key factor for gaming consoles as they strive to compete for market share. Brand equity across titles can have an impact on the console brand equity and is thought to also play a role in the purchase decisions of less informed consumers and act as a proxy for quality valuation when traditional quality factor data is not available (Storgards, Tuunainen, & Oorni, 2009). However, the

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