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Stregthening the position of tazzi through the development of a brand strategy -development of a verbal identity strategy
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Resumo(s)
Tazzi is an environmentally conscious ridesharing platform operating solely with electric
vehicles to create a better world for people to live in. Currently, it is aiming to strengthen its
position in the Portuguese market, therefore, this project focuses on developing a solid brand
strategy to boost brand equity and drive business growth. For that, as a part of the group project,
Secondary and Primary Research was conducted to understand Tazzi’s current positioning
related to its main competitors and assess stakeholders’perceptions of the industry and the brand
in question. Findings proved the existence of an opportunity in the sustainability field. Based
on that, a relevant, different, and credible brand positioning and identity were structured
followed by additional recommendations to reinforce its implementations. Afterward, the
brand’s verbal identity was studied to provide Tazzi with further guidance to strengthen its new
brand strategy. Complementary Secondary and Primary Research was conducted to assess
Tazzi’s and its competitors’ current verbal identity strategies and customers’ perceptions of it to
further structure clear verbal guidelines aligned with the new brand strategy. Results highlighted
the existence of major inconsistencies across touchpoints. Consequently, an adequate brand
voice, tone, grammar, story, and what should the brand say or not were suggested to be
implemented across all channels.
Descrição
Palavras-chave
Brand management Brand positioning Brand identity Verbal identity Brand voice Brand tone Brand Sstory Brand grammar