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The Coming One: Revitalizing the Brand of A Variety Show

  • 商品編號：W34874
  • 商品分類：Case (Pub Mat)
  • 長度：15頁
  • 出版日期：2025-01-31
內容大綱
The digital entertainment industry had burgeoned with the advancement in streaming media technology and the growing popularity of social media. In 2019, <i>The Coming One</i>, 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?
學習目標
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:<br><br><ul><li>Analyze the opportunities and challenges The Coming One series faces using strengths, weaknesses, opportunities, and threats (SWOT) analysis.</li><li>Understand the three key strategies of brand repositioning and apply them to The Coming One.</li><li>Elaborate the strategies implemented by The Coming One for personal branding.</li><li>Identify the monetization approaches used by The Coming One to raise revenue.</li></ul>
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