Business Case Studies, Brands & Branding and Private Labels Case Study, Oscars brand equity, Academy Awards

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Brands & Branding and Private Labels Case Study

Case Title:

Oscar's Brand Equity: At the Crossroads?

Publication Year : 2005

Authors: G. Saradhi Kumar, Sumit Kumar Chaudhuri

Industry: Entertainment


Case Code: BBP0021

Teaching Note: Not Available

Structured Assignment: Not Available

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Of late, the reputation of the Oscars or the Academy Awards for Motion Pictures at Hollywood, has come under scrutiny. Brand equity, measured in terms of the viewership for the television broadcast of the Oscar night, has been showing a downward trend. While the Academy of Motion Picture Arts and Sciences maintain that it is a matter of another blockbuster like Titanic to pull the numbers up, film journalists opine that the main reason might be the failure of the Oscars to attract the younger generation, the most wanted crowd for the entertainment industry as a whole.

Pedagogical Objectives:

  • To discuss the power of the Oscars as a brand and the brand equity it enjoyed for a long time
  • To discuss the causes for the downslide of Oscars and what could be done to regain its coveted position.

Keywords : Oscars brand equity, Academy Awards, Hollywood, Event broadcasting, Film awards, Brands & Branding Case Study, Titanic, The Lord of the Rings, Golden Globes, Guild Awards


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