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Branding Strategies for Indie Developers

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Hey all, These nice people at Gamedev have agreed to post my article on creating brand equity in small game developers. Generally looking at shareware releases etc. It should be up within the next few weeks I think! Matt

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My business credentials come from my Master of Applied Commerce at the University of Melbourne (Australia). I have studied product and brand management, strategy and marketing. I also have an undergraduate degree in Cybernetics and Control Engineering with honours from The university of Reading, UK.

My experience with game development, has arisen through management of a team of developers for the last twelve months in Melbourne, producing a game to be released as shareware toward the end of this year.

Although not many people will have heard of the game as yet, I would hope that as the dev. team closes on release, a much bigger population will have some level of awareness. (Otherwise, my writings on building brand equity would not be substantiated).

The article discusses briefly how we can measure brand equity (something which is typically intangible), and goes on to develop a framework for aligning brands in a companies brand portfolio. What we''re talking about, on the most part is generic brand management, however, many examples use game development based samples. I also draw on my experiences of the past year, and the plans that we have in place for marketing our shareware release once it is ready.

Thanks for your interest John.



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Most of it is common sense when you read it, but the idea is that as indie developers, these thoughts should be at the forefront of our marketing strategies. Most of the thoughts have been developed as I''ve been producing a team of developers for a shareware release later this year, it''s getting very exciting now, as new engine releases come out, and the features just keep growing!


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