Evaluating the brand extension and the potencial success of the Abzz App

Abstract

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 undertaken to evaluate the features given by its potential competitors, and a survey was executed to analyze customers’ perceptions of the app, and habits/behaviors related to sustainability and wellness. Accordingly, a suitable brand architecture strategy and feature suggestions to be implemented were proposed.