Rovio Entertainment Case Study

Rovio Entertainment Ltd, a global mobile game developer company, also dedicated to providing top notch entertainment experiences through other businesses such as animation, licensing, merchandising, among other businesses, became a success since the release of the well-known game, Angry Birds. Nevertheless, Finland’s Rovio Entertainment’ success has been mainly its sustained and clever alliance with other renowned brands to promote its line of games. “An existing brand can leverage associations by linking itself to other brands from the same or different company (Pearson Custom Business Resources, MKTG 1020, p. 243)”. This is the case of Rovio who since its beginning has been seeking to co-brand with big companies such as Apple, Facebook, Google, Sony, Lego, the Star Wars brand, among many others. Pairing with these well-known brands has helped the company leverage brand equity, create even more persuasive points-of-difference (POD) and points-of-parity (POP). Consequently, these partnerships have been an additional income source for all the brands involved. As stated in the book Pearson Custom Business Resources, “secondary associations may be especially valuable as a mean to create unique brand …show more content…
Some of the allies include brands such as “LEGO, Hasbro, H&M, Spin Master, National Geographic, Brunswick and many more (rovio.com)”. In licensing their corporate trademarks, firms may have different motivations, including generating extra revenues and profits, protecting their trademarks, increasing their brand exposure, or enhancing their brand image (Pearson Custom Business Resources, MKTG 1020, p. 252). Rovio seeks this brand exposure and wants to be recognized, not only as a mobile game developer brand but as a global entertainment company as