The Coming One: Revitalizing the Brand of A Variety Show

The digital entertainment industry had burgeoned with the advancement in streaming media technology and the growing popularity of social media. In 2019, a musical talent variety show in China jointly produced by Wajijiwa Entertainment and Tencent Video, was approaching its third season, and audiences were losing interest. Danni Long, the founder and chief executive officer of Wajijiwa, was confronted with the challenge of determining how to strategically revitalize the show's brand. The brand had been repositioned through creating, marketing, and monetizing content strategically on social media platforms. Would this strategy work for the next season or should Long find alternative strategies to inject fresh vitality into the original brand?

The primary audience for this case study includes introductory and undergraduate students in marketing programs and students in postgraduate and executive business management programs. The case is suitable for courses in brand management and internet marketing. The material is designed to help students think about how to develop content strategies for brand repositioning in the context of new media. After reading and studying this case, students should be able to do the following:Analyze the opportunities and challenges The Coming One series faces using strengths, weaknesses, opportunities, and threats (SWOT) analysis. Understand the three key strategies of brand repositioning and apply them to The Coming One. Elaborate the strategies implemented by The Coming One for personal branding. Identify the monetization approaches used by The Coming One to raise revenue.

content strategy; digital entertainment market; brand repositioning; social media marketing; Wajijiwa Entertainment; Tencent Video; audience engagement; streaming media trends; internet marketing; brand monetization; social media strategy; personal branding; revenue generation; new media marketing; SWOT analysis; digital content creation; brand revival strategies; marketing challenges; talent show branding

Undergraduate/MBA

Année de la problématique : 2019

Livraison : Livraison par lien de téléchargement

Nombre de pages : 15