[Pokmon Go] is an absolute cultural phenomenon and has put the Nintendo brand back on the collective consciousness of the world Ben Sin, Forbes, July 13th, 2016

The subject of my assignment is Brand Strategy. Drawing upon a range of scholarly concepts and theories; (i.) identify and critically analyse both the reasons for the success of the Pokmon Go phenomenon and the impact that it has had on the Nintendo brand in the summer of 2016; (ii.) discuss what brand managers outside of the videogames industry can learn from the phenomenon.

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