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Strengthening the positioning of scoop N dough - how scoop ´N dough can increase brand awareness through search engine marketing
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 6.72 MB | Adobe PDF |
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Scoop ‘n Dough, a Portuguese brand of handmade vegan doughnuts and ice cream, is currently experiencing exceptional growth, despite an unclear target market and strategy. Secondary and Primary Research was conducted to understand consumer perceptions and the competitive set to establish an ideal brand positioning and identity. Results show that the brand ought to position as a vegan brand focusing on high-quality handmade offerings, promoting itself as friendly and inclusive. Furthermore, to solve the brand’s lack of awareness, an ad campaign was run using keywords from a survey. Its results are used to create a campaignfor the brand.
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Positioning Brand management Digital marketing Keywords Search engine marketing