Angry Birds Star Wars represents a brand alliance or co-branding effort between Rovio and Star Wars, leveraging the strengths of both brands to attract a wider audience and benefit from shared visibility and engagement.
The collaboration between Rovio and the Star Wars brand that resulted in the creation of Angry Birds Star Wars is an example of a brand alliance. This strategic partnership involves combining both the Angry Birds and Star Wars brands to create a product that leverages the popularity and strengths of two distinct intellectual properties. The collaboration is likely a co-branding effort where both brands contribute their unique assets and share benefits like increased visibility and shared audiences.
In this case, Angry Birds benefits from the Star Wars fan base and its cultural significance, while Star Wars can engage with a younger audience in a new and interactive way. The game itself would feature elements from both universes, such as characters and settings from Star Wars adapted into the gameplay mechanics of Angry Birds.
Brand alliances like these are common in the entertainment industry as they can attract fans from both brands and potentially boost the performance of the product in the market.