Brand Management in E-sport Industry
Sergeeva, Anastasiia (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060320158
https://urn.fi/URN:NBN:fi:amk-2024060320158
Tiivistelmä
The aim of the thesis was to explore brand management in the E-sports industry. The primary objectives were to identify key branding principles, evaluate their application in the E-sports context, and provide recommendations for optimizing brand management strategies within the industry.
The study is a combination of theoretical review and empirical research. An in-depth interview with Team Spirit was conducted to understand how E-sports organizations integrate branding with content development. The interview focused on how these organizations create cohesive content that aligns with brand values while accommodating the unique characteristics of pro-players. This was supplemented with case studies of organizations like Team Spirit and Team Liquid to illustrate the balance between Brand Identity and players' individuality. Data from these interviews and case studies were analyzed to identify common practices and strategies.
The results indicated that a critical aspect of E-sports brand management is the community's openness and expressiveness, which provides organizations with constant feedback through social media. This feedback enables rapid adaptation to changing trends but also requires a responsive and transparent approach to brand management. The study concluded that organizations like Team Spirit and Team Liquid effectively use pro-players to enhance their Brand's appeal by balancing brand identity with players' individuality. Based on these findings, it was recommended that E-sports organizations invest in strategies that integrate Branding with content development, maintain transparency, and leverage social media feedback to adapt quickly to the dynamic industry landscape.
The study is a combination of theoretical review and empirical research. An in-depth interview with Team Spirit was conducted to understand how E-sports organizations integrate branding with content development. The interview focused on how these organizations create cohesive content that aligns with brand values while accommodating the unique characteristics of pro-players. This was supplemented with case studies of organizations like Team Spirit and Team Liquid to illustrate the balance between Brand Identity and players' individuality. Data from these interviews and case studies were analyzed to identify common practices and strategies.
The results indicated that a critical aspect of E-sports brand management is the community's openness and expressiveness, which provides organizations with constant feedback through social media. This feedback enables rapid adaptation to changing trends but also requires a responsive and transparent approach to brand management. The study concluded that organizations like Team Spirit and Team Liquid effectively use pro-players to enhance their Brand's appeal by balancing brand identity with players' individuality. Based on these findings, it was recommended that E-sports organizations invest in strategies that integrate Branding with content development, maintain transparency, and leverage social media feedback to adapt quickly to the dynamic industry landscape.