All tagged franchise

Poké Marketing – New Fad or Fashion?

For those living under a rock, the Pokémon franchise first appeared in the mid-nineties, managed by The Pokémon Company, itself a collaboration between game developers Nintendo, Game Freak and Creatures. The basic premise sees fictional creatures, known as Pokémon, caught and trained by humans, known as Pokémon trainers, for sporting purposes. The franchise is extremely lucrative, sitting behind only Mario in terms of video game-based franchise value, having spawned numerous video-games, television shows, films, toys, trading card games and comic books.

The King of Co-branding

Co-branding is a practice long used by businesses to build brand equity, and if executed correctly, can catapult sales for both parties. Slapping the Batman logo on a product may seem like the easy option for marketers, but results can also be disastrous, as evidenced by McDonald’s cold response to the ‘McWhopper’, a recent social media proposal put forward by rival firm Burger King. Inevitably an element of risk always exists when co-branding, but the key to reducing such risk is to connect brands that are complimentary, not competing. Toy construction specialists Lego therefore provide the perfect blueprint of how two compatible brands can exist side by side and successfully grow together.