Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension
Luke Butcher (),
Billy Sung and
Additional contact information
Luke Butcher: Curtin University
Billy Sung: Curtin University
Kate Raynes-Goldie: Playup Perth
Journal of Brand Management, 2019, vol. 26, issue 3, 227-239
Abstract Despite the success of similar and far more immersive games from lesser known brands, Pokémon Go burst into pop-culture by merging augmented reality technology with the much-adored Pokemon world. The strategy of (re)capturing new and old fans through a highly innovative brand extension has been successful, illustrated by the total distance walked in real life by its players through the game being further than the distance from Earth to Pluto. With the release of further AR gaming extensions from colossal brands already underway (see Star Wars’ Find The Force), how can we explain the success of Pokemon Go as an innovative gaming brand extension? Collecting data from a sample of extensive players of Pokemon Go, results yield intriguing findings into the favourable and unfavourable evaluations of the innovative extension, offering substantial insights to those seeking to expand or rejuvenate brand portfolios through innovative brand extensions.
Keywords: Innovation; Brand extension; Augmented reality; Authenticity; Nostalgia (search for similar items in EconPapers)
References: Add references at CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
http://link.springer.com/10.1057/s41262-018-0120-6 Abstract (text/html)
Access to the full text of the articles in this series is restricted.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:26:y:2019:i:3:d:10.1057_s41262-018-0120-6
Ordering information: This journal article can be ordered from
Access Statistics for this article
Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Urša Golob
More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().