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Exploring the role of FIFA eSports in building Brand Equity for Orlando…
Exploring the role of FIFA eSports in building Brand Equity for Orlando Pirates FC, a consumer perspective.
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Consumer Ages 16 -34
Consumer Brand Association? - If you were to represent or support a local football team, Which one would you choose & Why?
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Brand Equity/Perception Estimator/Calculator?
Estimating/Assesing an individuals' perception of a brand, can inform the brand of it's Brand equity within the mind of that individual or group.
Mechanism - The most obvious way to do this would be a survey and Analysing the responses. However, can we create something more engaging in line with eSports that brands could use to asses their own brand equity/perception within the youth.
Demonstration Visual showcase of Orlando Pirate's Brand Equity from a consumers perspective (Through eSports).
eSports PSL Microsite,
1) Log table according to Brand perception amongst specific T.A
Orlando Pirates results
1) Digital Showcase of my Research results for OPFC
(Enticement for other PSL brands/Sponsors to join
eSports). T.A (OPFC & PSL clubs/sponsors)
Or
Create a Template for similar Brands to explore value.
Execution Digital touch point (Enticement Campaign) Linked to OPFC Web page (eSports) or Microsite , Video/Infographic, Social Media etc
PROBLEM STATEMENT
South African football brands do not enjoy the full benefits of engaging with the country’s diverse youth demographic through the digital innovation of FIFA eSports. According to Wagner and Michael (2006) “Competitive computer gaming or eSports is a phenomenon that has become a fundamental element in today’s digital youth culture.” Mooney (2017:5) further argues “ the eSports industry has become a global phenomenon worth billions of dollars”. However, of the 16 football club brands in South Africa’s topflight professional football league (DStv Premier League), Orlando Pirates are currently the only local football club
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