The BIG Brand Debate. Case Liseberg: Investing in your own park brand and IP. Robert Arvidsson Head of Marketing, Liseberg

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1 The BIG Brand Debate Case Liseberg: Investing in your own park brand and IP Robert Arvidsson Head of Marketing, Liseberg

2 1. Intellectual property (IP) 2. Rising investments 3. Promotion of tourism 4. Extended stay

3 KEY QUESTION Is external IP the only issue to deal with in order to secure future growth and development? No. But it depends on your business and brand strategy. Or if we should re-phrase it: Should you invest in your own IP or park brand portfolio - or take the short-cut via an external IP?

4 Possible growth strategies through brand and IP investments ILLUSTRATIVE STRATEGY SPEED CONTROL INVESTMENT POSSIBLE RISK 1. Do nothing Negative Low None Out of business 2. Park brand development Low High Low/middle Relevance? 3. Park brand extension Medium High High/middle Brand risk? 4. Own IP development Low High Middle Core business focus? 5. Brand licensing (3rd party IP) High Low Medium/High The right choice? 6. Brand aquisition High High High Power of development?

5 LISEBERG, GOTHENBURG, SWEDEN Established in 1923 and organically grown park brand Strong control of the business and value chain, rooted in brand dna, culture and ownership/management Development from semi-generic to branded and themed experiences with strong area and product based branding (i.e Helix, Rabbit/Rabbitland, etc.) Rabbitland 2013 Loke 2017 Valkyria 2018

6 BRAND ARCHITECTURE PRINCIPLES Monolithic strategy (Branded House) Sub-brands Endorsed brands Multi-brand strategy (House of brands) Liseberg development Mother brand is driver Different brands are drivers Single name and brand identity, one brand fits all Different parts have their own, separate names and identities, targeted to different customers

7 LISEBERG - MASTER BRAND STRATEGY BRAND PORTFOLIO PRINCIPLES ILLUSTRATIVE Masterbrand Sub-brand - Heavy/medium endorsement Sub-brand - Light endorsement Seasonal sub-brand Stand alone concepts

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9 LISEBERG THE GREEN RABBIT AND THE RABBITLAND Introduced in the 80 s Success and brand anarchy Attractions Area Park entertainment Merchandise Partnership? Intellectual property protection? Revised brand strategy in 2013 Separated masterbrand and IP Strategy development in progress Events? Games? Licensing? Movie/ Music/ Books? Digital plattform?

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11 Liseberg growth strategies through brand and IP investments three synchronized routes STRATEGY SPEED CONTROL INVESTMENT POSSIBLE RISK 1. Do nothing Negative Low None Out of business 2. Park brand development Low High Low/middle Relevance? 3. Park brand extension Medium High High/middle Brand risk? 4. Own IP development Low High Middle Core business focus? 5. Brand licensing (3rd party IP) High Low Medium/High The right choice? 6. Brand aquisition High High High Power of development?

12 LISEBERG BRAND AND IP STRATEGY IN SHORT Develop and future proofing park brand, rooted in a masterbrand strategy Maintain balance between park brand and experience-based concepts (attractions, F&B, retail, etc.) Expansion 2021: Themed Hotel and Waterpark Develop IP-strategy for own IP Rabbit Brand architecture and visual identity development as key tools

13 LISEBERG BRAND ARCHITECTURE - TODAY ILLUSTRATIVE MASTER BRAND (NÖJESPARK) Helix Loke Valkyria Stora Scenen Taubescenen Polketten Lisebergs Wärdshus Hamnkrogen Stjärnornas krog Attraktioner Underhållning Restauranger Boende SUB-BRAND

14 LISEBERG BRAND ARCHITECTURE FUTURE? ILLUSTRATIVE WORK IN PROGRESS MASTERBRAND (NÖJESDESTINATION) SUB-BRAND (AMUSEMENT PARK (WATER PARK) (RETAIL, DINING & ENTERTAINMENT) (HOTEL)

15 KEY LEARNINGS The DNA of your current park brand defines what you can do It is possible to combine strategies, but framework needs to be in place Every brand = IP Every brand issue is also top management issue Build up a level of consciousness and competence, but bring in experts when needed Brand portfolio management is key

16 THANK YOU!