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Angry Birds

Angry Birds Angry Birds
12/3/12
1/2
Can Rovio make Angry Birds a super-leadership brand?

The Angry Birds are everywhere right now – from the many video games to Jenga, licensed clothing and more.

But is just too much? Angry Birds is a niche brand, though it’s stronger among households with kids. However their Esteem is lower than Knowledge. That indicates that consumers are tuning out – they know the brand well, but don’t hold it in high regard. This could be a result of over-saturation of the marketplace. Additionally, Relevance is fairly low, indicating that what people do know about the brand has little place in their lives.

When we look at other super-leadership brands, we see that they have a number of attributes in common. Rovio is falling behind on Progressive and Up to Date, which may explain the challenges in their forward momentum – a big problem for tech brands.

Is the flooding of the market with toys and t-shirts, stuffed animals and lunchboxes detracting from the visionary nature of the games? Is the partnership with the Star Wars franchise – one that experienced chatter on the web long before it came to pass – a progressive model for the future? The old licensing model might be great for making money, but it is up to date enough to resonate with consumers and build a strong Angry Birds master brand?

These questions are important for Rovio now, and worthy of consideration for other programmers that are looking to break out of the App store.

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