[ Tips ] 一分鐘使用導覽
商品編號: 9-721-382 出版日期: 2021/03/25 作者姓名: Esty, Benjamin C.;Hjortshoej, Mette Fuglsang;Billaud, Emilie 商品類別: Other 商品規格: 24p 再版日期: 地域: Denmark;Europe 產業: Media, entertainment, and professional sports;Video game industry 個案年度: 2020 - 2020
商品敘述:
After launching a Danish esports company in July 2019, and going public in December 2019 with multiple brands associated with different games, the Astralis leadership team was contemplating a shift to a single, corporate brand. While the original arguments for multiple, team-based brands were that esports fans differed by game and the holding company structure made it easier to acquire and divest teams, Jakob Lund Christensen, the firm''s chief commercial officer (CCO), now believed that a single, corporate brand strategy made more sense as the popularity of esports continued to grow-the COVID-19 pandemic in 2020 was causing interest and participation in esports to grow rapidly. Rather than a holding company, Christensen saw the possibility of creating a leading esports company under the Astralis brand. In addition to being easier to manage corporate resources, he argued it would be easier and more lucrative to monetize a single brand. He was scheduled to meet with the firm''s other leaders-CEO Anders H rsholt and Chairman Nikolaj Nyholm, in just over a week to discuss whether they should indeed change the firm''s branding strategy.
涵蓋領域:
Brand management;Brand positioning;Branding;Business ethics;Competitive strategy;Diversification;Entrepreneurship;Start-ups;Strategy;Value creation
相關資料:
哪些人也有訂購?