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Evaluating the brand extension and the potencial success of the Abzz App
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 7.82 MB | Adobe PDF |
Orientador(es)
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 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.
Descrição
Palavras-chave
Brand architecture Brand extension Parent brand Product portfolio