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Create different, not similar brand names.Set up rigid distinctions among brands.But where it is appropriate, a sibling strategy can be used to dominate a category over the long term.” They offer the following principles that should be kept in mind when developing a sibling strategy for a company’s stable brands: Each must have its own identity that creates the start of the “Rovio family of brands.” That means Rovio should develop an overall brand strategy for Amazing Alex with the game being the first product under the Amazing Alex brand name.Īs Al Ries and Laura Ries explained in The 22 Immutable Laws of Branding, “A family of sibling brands is not a strategy for every corporation. The trick for Rovio is making its two game products and the associated brands unique from each other. If you’ve ever played Angry Birds, it’s not hard to imagine how Rovio will adapt this game into a unique and addictive experience.
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You can see a video about that game below. What’s Next for Rovio?Īccording to The Register, the next Rovio game is called Amazing Alex, and it will be based on the 2011 Casey’s Contraptions iPad game, which Rovio acquired from Snappy Touch & Mystery Coconut. Even if her future books aren’t related to Harry Potter, a large percentage of Harry Potter fans are likely to purchase those books simply because they trust that J.K. It’s not unlike how people feel about J.K. Introducing a new brand costs more, takes more time, and can be risky, but consumers love Angry Birds so much, it’s highly likely that they’ll want to try anything Rovio releases. Inferior sub-brands and extensions could tarnish the Angry Birds brand. Sure, it would be safe and easy for Rovio to ride on the coattails of its Angry Birds success and to slap the Angry Birds brand on every new product the company launches, but that strategy doesn’t come without risks. The game only debuted in 2009! Check out the Angry Birds infographic for all the details about the brand’s rise to super power. Consumers waited anxiously for new Angry Birds brand experiences, and the brand benefited from pull marketing and a powerful brand buzz that spread faster than anyone could have imagined. Angry Birds brand extensions into the toy category, clothing, and so on were consistent with the brand promise. Rovio achieved success with its Angry Birds brand by following the three core steps of branding. However, instead of taking the easy route by simply extending the Angry Birds brand for years to come and launching Angry Birds sub-brands, Rovio is hoping to recreate the Angry Birds phenomenon with a new game that will have it’s own brand identity.
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What’s a company to do when a brand explodes into a global phenomenon? Extend the brand! Well, Rovio did that with Angry Birds, and can keep doing it since the popularity of the mobile game featuring birds, pigs, and slingshots shows no signs of slowing down (Angry Birds recently hit the billion download mark).