STRATEGY OF BRANDING OF STREAMING SERVICES IN THE DIGITALIZATION CONDITIONS
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Date
2022
Journal Title
Journal ISSN
Volume Title
Publisher
Wydawnictwo Wyższej Szkoły Technicznej w Katowicach
Abstract
The article substantiates the stages of formation of the branding strategy of streaming services in the conditions of digitalization. The main stage in the formation of brand strategy is to conduct marketing research aimed at determining the brand’s position in the market. The article presents the results of NaVi’s marketing research as one of the most popular streaming services in the field of e-sports. As a result of the study, the procedure for forming the strategic principles of branding streaming services in the context of digitalization was determined. The main segments of the target audience of streaming services have been identified, which include «skeptical fans» and «enthusiast fans». The advantages of streaming as a tool for brand formation and promotion are evaluated. It was substantiated the key factors due to which the added value of the brand in the field of streaming services is formed.
Description
Strategy of branding of streaming services in the digitalization conditions / O. Chukurna, L. Radkevych, V. Kofman, N. Storchovyi // Zeszyty Naukowe Wyższej Szkoły Technicznej w Katowicach. 2022. №14. S. 165-178.
Keywords
branding strategy, streaming services, стратегія брендингу, потокові послуги, цифровізація