world wrestling entertainment (wwe) brand analysis
DESCRIPTION
Development, strategy and performance of WWE brand through history. Review of WWE brand related products and activity fields, analysis of brand personality, competitiveness, key challenges and recommendations.TRANSCRIPT
World Wrestling
Entertainment
Brand analysis: Development, Performance, Strategy
Course: EIBCStudent number: 0625378Student name: Urbanas, RegimantasModule: Product and Brand Management
History of WWE
1915 – first boxing event by Roderick James McMahon 1953 – foundation of Capitol Wrestling Corporation 1963 – creation of WWWF (renamed to WWF in 1979)
1982 - Vincent McMahon becomes leader of WWF 1985 – date of the first WrestleMania 2002 – WWF is forced to change name to WWE 2006 – introduction of renewed ECW (3rd show of WWE)
WWE brand related products
WWE brand related products
Live wrestling events and TV broadcasting Pay-per-view events Video games Magazines and books Trade of VHS/DVD/Blu-ray video materials Music CD publishing WWE Internet media and mobile telephone content WWE brand merchandising Retail shops WWE films
WWE brand personality
Tough, sexy and cool middle-age guy Young, energetic and experienced He is patriotic American Extrovert and enjoys attention Likes doing sports Real macho man Some worships him, others – hate him Always hungry for money and knows
how to get it
WWE brand attributes, benefits and values
Emotions Community (sense of belonging) Entertainment and excitement Patriotism Small indulgences Self respect Fantasy adventure
Competitiveness of WWE brand
Who are the competitors for WWE?
Who are the competitors for WWE films?
• TNA wrestling;• Boxing federations, bushido associations and other fighting sports; • NBA, NHL, MLB and other professionalsport organizations in USA • Music bands and show industry
• Major Hollywood movie studios like 20th Century Fox, Paramount pictures, Columbia pictures, United Artists, Warner Bros studios, Miramax films and others
WWE links with popular culture
Wrestling is strongly connected with fashion, music, television and other pop culture trends.
• 50s, 60s – Soviet and Middle east culture wrestlers • 70s – lots of Comics heroes and Mexican wrestlers
• 80s – family era in wrestling. Lots of wrestlers portrayed as animals, Native Americans, cowboys, clowns, zombies, pop singers
• From 1996 – tough era. Wrestlers are much darker, vicious, and violent. Some of them are associated with underground
cultures. Most of the wrestlers are “tough”, “cool”
WWE and film industry Participation of brightest action movie superstars like
Arnold Schwarzenegger, Chuck Norris, Mr. T, Sylvester Stallone, Jackie Chan, boxer Mike Tyson and many others in WWE shows was their first link with movie industry
More than 50 wrestlers through history has acted at least in a one movie. Couple of them – Hulk Hogan, The Rock, Roddy Piper managed to act in more 7 or more.
WWE films made 3 sole production movies so far. “The Marine” , “See no Evil” and the “The Condemned ”
Key challenges for WWE brand
Competition of TNA Young audience Adaptation of WWE strategy for non-American
markets Increasing amounts of Illegal downloads of
WWE intellectual production
Recommendations for the future
WWE brand strategy Appointing national of regional directors for WWE
brand strategy in particular market “WWE films” self identification and change of activities Further development of creative storyline Expansion to developing countries Active usage of Web 2.0 possibilities like social
networking, BLOGs and others
Thank YOU for your attention!