6. CONCLUSIONS
6.1. Suggestions for future research
Firstly, from a strategic brand management perspective and in light of the recent events at Supercell, such as giving to charities or supporting non-profit organizations, it
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would be very interesting to see what sort of brand architecture and brand strategy (or specifically in brand reputation) would be used going forward in expanding the corporate brand. The company is moving towards a corporate brand, but it is interesting to see whether they employ more of a house of brands strategy or branded house strategy. So a suggestion would be to investigate Supercell’s future marketing strategies comparing these two brand architectures.
Secondly, in addition, the research of other unique cases could be studied within the same framework by using Juntunen et al., (2010) and Urde (2013) studies. The findings from the research of these cases can be used to see if these findings can be generalized as industry specific or company specific. A first investigation could be to include other mobile gaming companies from Finland such as Rovio, Sumea and Dark Chocolate to find out similarities and differences regarding corporate branding functions within the mobile gaming industry within Finland.
Thirdly, Supercell is a unique case as it is in the process of transitioning itself from a mobile games company into an entertainment brand (Clash-o-rama); it could be rare to find comparative or similar case studies. But becoming an entertainment brand could be focal point of a study, especially entertainment brands that are also character based. The author would suggest studying the corporate brand of Sanrio and how much its flagship brand Hello Kitty has influenced on the development of Sanrio corporate brand identity and whether this process is similar or different than what Supercell is currently experiencing or going through.
Fourthly, the case study research outlines the basic concept of corporate brand identity and corporate brand building functions at different growth stages. Many researchers use different definitions and have multiple opinions in reference to what a brand means and what is meant by the terms corporate brand or corporate brand identity.
In future studies, researchers should aim to take a critical branding perspective and contrast how corporate brand identity is viewed from a contemporary perspective by comparing for example Balmer (2008 and 2010) with Kapferer, (2008 and 2012).
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Finally, Supercell acclaims to be the first entertainment brand to actively engage with all of their fans on social media. This could become an industry standard, where other companies follow suit and benchmark to Supercell. Therefore, it is called for an examination of Supercell’s current social media strategy where attention is paid to the research area of collaboration and brand co-creation with fans or users of the brand.
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APPENDIX
Appendix 1
: The case study interview guide (questions asked only if needed) Introduction:1. Where do you come from, which languages you speak, what is the working language at Supercell?
About Supercell:
2. How would you describe Supercell? What is Supercell to you? In your opinion, what is the perception which stakeholders and fans have about Supercell?
3. What is your favorite thing about Supercell?
4. Why did you choose to work at Supercell? Did you know about this company before you applied for the job?
5. What motivates you to create the company Supercell? Is it financial rewards or benefits?
6. In your opinion, what is an ideal employee at Supercell?
7. How was the name Supercell chosen? How was the Supercell square block logo created? Is there any significance or an intended purpose?
8. Were there reasons why Hay Day, Clash of Clans, Boom Beach and Clash Royale are more well-known brands than Supercell?
9. How do you create the brand awareness for Supercell using the company logo?
10.How well do you think your current fans would recognize the 4 games (Hay Day, Clash of Clans, Boom Beach and Clash Royale) brand?
11.What are the perceived benefits in making your existing fan base familiar with these 4 games brands?
A. Core Values
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12.What would you say Supercell stands for? Quoting from your website “…Our dream was to create game services with longevity like that. And we wanted to create them for the widest group of people possible. …The two core pillars around which we wanted to build this longevity would be game play and social.”
13.How can you explain the mission of Supercell? What are the values that stand behind its business? How would you describe your company logos (Supercell and the 4 game brands)? How they were created? What do those logos stand for?
14.What does Supercell’s promise to its fans? What is important to Supercell??
B. Mission &Vision
15.What kind of value could a clearly defined M & V bring to the company?
16.How or Do you incorporate the M&V into your daily work?
17.What drives the company, beyond the aim of making a profit? Is it still your mission to become the best game developer with games that people play for years? Where do you see the company to be in the next five years? Doing what?
18.Please explain about the 3 reasons to kill Gunshine (not deliver the product vision, what is the product vision?)
C. Culture
19.In your own words, how would you describe ‘the supercell organization model’?
(Ref. http://supercell.com/en/our-story/) “Our organizational model is optimized for speed and passion, not for control”.
20.How would you describe working at Supercell?
21.On your website, the dress code seems to be informal or employees wear a few Supercell logo t-shirts in the work place. Why is that? Supercell is a SME (Small and Medium-size Enterprises) with 150 plus employees, does it feel like it? Or do you consider yourself as a corporation? As a Finnish company, do share Finnish culture traits in the office or multi-cultural?
D. Personality
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22.If Supercell were a person, which 3 characteristics would you use to describe it?
(Exhibit 1)
23.If you had to compare some human characteristics or qualities to Supercell’s games brands character, what would they be?
E. Expressions
24.How would you describe Supercell? Aesthetically (something beautiful or ugly)?
(Exhibit 2)
25.Does Supercell have a unique or special way to communicate to the mobile game market? If yes, what is it? If no, why not?
F. Value proposition
26.What does Supercell offer its customers? Its stakeholders? Its employees?
27.What is Supercell’s greatest asset?
28.What is your favorite Supercell’s product? What are the facts or events in the company’s history that you are proud of?
29.What could Supercell do for you (as the employee)? For a fan?
30.Why do people play your games instead of others? What is your value proposition for these games? How do you want your value proposition to appeal to your fans (and stakeholders)? What does Supercell do better than others?
G. Relationship
31.Who would you say that you work daily with?
32.Which relationship is most important for Supercell?
33.What kind of relationship does Supercell maintain with its ‘fans’? What is the relationship with your stakeholders? How important are these relationships to Supercell?
132 H. Positioning
34.How would you compare Supercell to one of your competitors (for example, Rovio)?
35.Where does Supercell see itself in 5 years? What do you hope to be recognized
35.Where does Supercell see itself in 5 years? What do you hope to be recognized