However, building a brand that can withstand the test of time and retain its undisputed position among the consumers is definitely not an easy task. As human creativity coupled with technological advancements is on a constant inclination, companies face challenges from all sides. Companies are always pushed to the extremes of being the leaders of the global market than mere survivors. The concept of 'blue ocean markets' has now become a clich as every market sector throngs with more and more companies with relentless aim to carve a niche market for themselves. In such scenarios, strategic companies go beyond the textbooks of brand equity and charter the new areas. One such medium that possesses promise, to loft almost every brand today is the Video Gaming arena.Human brain has always been looking for newer aspects in the various categories faced in life. As the consumer's vision of gaining information over the radio and television has drifted to the newer and faster technologies like computers, there was a necessity to hire new methodologies to reach out for them. The best method to involve the consumers of all age groups was to focus on the advertising aspects through Video Games.This paper mainly aims at studying the factors involved and the prospective benefits that advertising through video games brings about. As a part of its endeavor to answer the primary question, the paper also presents several insights into the world of brand equity. The research also concentrates upon various intangible factors related to the brand of a company that differentiates it's product in the market. It presents the importance of a strong brand value, its importance in modern marketing and the various factors that carve a brand for a product. For a better understanding we also study the pattern of advertising video games right from its evolution. Finally it also throws light on the lesser studied world of video gaming, the enormous prospects it holds and how it can act as a boon to a company. Results of various research works are analyzed based on the consumer perceptions, effect of product placements and so on. The research is conducted basically to try and understand the tangible results that advertising through video gaming provides.
Research has clearly proved that the consumer's perception has a direct relationship to a brand's market value and consequently the success of the business. Attitudes and perceptions of consumers build the overall brand equity for a particular product. Marketers of various companies invest large amounts of money and time into molding the consumer perceptions about their goods. As for some clients a brand of a product is the matter of prestige and pride, it is easier to set a mark on such mindsets. It is very obvious that, if the consumer is satisfied with the claims made by the company, he will join the company's clientele and remain there as long as the company backs out of the initial promise. A brand is considered as a promise made by the producer to the consumer about the various features embedded in the product. It mainly intensifies the quality of the product. Advertising has been the oldest and yet thriving means to shape the attitudes and perceptions of consumers about the product of a company. The advertising mediums have been taking various shapes based on time and technological aspects.
IPSOS ASI, a leading advertising research company conducted a study comprising