Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Exploring brand identity practice in video game start-ups: Industrial Marketing
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2019 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The video game industry is a rapidly growing industry due to technology advancements andhas made video games to a mass phenomenon. The diffusion of today’s technologies has created and expanded the video game market, both demographical and geographical, which has attracted more customers and increased the intensity of the competition. Companies in the industry have to professionalize their marketing processes and business strategies in a moreflexible and quickly fashion than before to be able to stay competitive. An overcrowded market with thousands of products released every year creates problems for actors to get recognized.

The purpose of this dissertation has been therefore to study small start-ups brand identity in its inception phase within the video game industry to assist their brand strategic approach and be able to strengthen their competitive advantage in a saturated market. The dissertation has adopted the corporate brand identity matrix framework by Urde (2013) and investigated the brand-driven elements in a start-up context; thus, the framework has only been applied incorporation-setting where the companies are large and known. Five indie game developers from northern Sweden participated in the study’s field research.

The dissertation shows that the corporate brand identity matrix is adaptable for start-ups and are not dependent on the company size. Findings confirm early signs of brand identity and found correspondence between competence and value proposition, expression and personality and culture and relationship, which address interconnection between its brand-elements and its brand core. The unique findings where they all show signs of social engagements, passion and a fan-centric ambition of doing business and most of all everyone had a “community first” approach and were more inspired to deliver value to its customers rather than how they can achieve value for themselves.

A concept model for start-ups in the inception phase of the video game industry has been made based on the empirical results of the study that can be adopted early in a company's start-up process and provide guidance and support for its future brand identity development to address the issues of discoverability.

Place, publisher, year, edition, pages
2019. , p. 78
Keywords [en]
Brand Identity, Corporate brand, Corporate identity, Corporate brand identity, Company brand, Start-ups, Strategic brand management.
National Category
Engineering and Technology Economics and Business
Identifiers
URN: urn:nbn:se:ltu:diva-74485OAI: oai:DiVA.org:ltu-74485DiVA, id: diva2:1324294
Educational program
Industrial and Management Engineering, master's level
Supervisors
Examiners
Available from: 2019-06-18 Created: 2019-06-13 Last updated: 2019-06-18Bibliographically approved

Open Access in DiVA

fulltext(1700 kB)316 downloads
File information
File name FULLTEXT02.pdfFile size 1700 kBChecksum SHA-512
e50a2c90ae69ae225f10d6a8bff184c187f5f463802caafa6236752ce1eb3ca826b7459ca01ccd5aedbe141f325738c9e5d3d269664c79a568bb42ff1ccc2887
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Harding, Andreas
By organisation
Department of Business Administration, Technology and Social Sciences
Engineering and TechnologyEconomics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 316 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 435 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf