Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension
MetadataShow full item record
© 2018 Macmillan Publishers Ltd., part of Springer Nature Despite the success of similar and far more immersive games from lesser known brands, Pokémon Go burst into pop-culture by merging augmented reality technology with the much-adored Pokemon world. The strategy of (re)capturing new and old fans through a highly innovative brand extension has been successful, illustrated by the total distance walked in real life by its players through the game being further than the distance from Earth to Pluto. With the release of further AR gaming extensions from colossal brands already underway (see Star Wars’ Find The Force), how can we explain the success of Pokemon Go as an innovative gaming brand extension? Collecting data from a sample of extensive players of Pokemon Go, results yield intriguing findings into the favourable and unfavourable evaluations of the innovative extension, offering substantial insights to those seeking to expand or rejuvenate brand portfolios through innovative brand extensions.
Showing items related by title, author, creator and subject.
Beverland, M.; Napoli, Julie; Farrelly, F. (2010)Product innovation is vital to ongoing brand equity and has been responsible for revitalizing many brands, including Apple, Dunlop Volley, Mini, and Gucci. While several scholars have noted the relationship between a ...
The role of consumer fanaticism in the acceptance of brand extensions: merchandising in the video games marketYoung, Joshua; Marchegiani, Chris (2010)In the modern marketing environment, many brands seek to expand into new markets while taking advantage of their existing brand name and resources to ensure the success of the venture. However like the introduction of any ...
Young, Joshua; Marchegiani, Chris (2011)The use of brand extensions in entering new markets is shown to decrease the risk of failure of a new product in comparison to products introduced by lesser established brands as the new product will benefit from the ...