Strengthening the positioning of scoop N dough - how scoop ´N dough can increase brand awareness through search engine marketing

Detalhes bibliográficos
Autor(a) principal: Malachi, Eric Reginald
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/139083
Resumo: 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.
id RCAP_3c07db683f5131b850ce6c629f3e4058
oai_identifier_str oai:run.unl.pt:10362/139083
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Strengthening the positioning of scoop N dough - how scoop ´N dough can increase brand awareness through search engine marketingPositioningBrand managementDigital marketingKeywordsSearch engine marketingDomínio/Área Científica::Ciências Sociais::Economia e GestãoScoop ‘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.Kousi, SofiaRUNMalachi, Eric Reginald2022-05-31T16:35:38Z2022-01-172021-12-172022-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/139083TID:202998673enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:16:26Zoai:run.unl.pt:10362/139083Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:18.847951Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Strengthening the positioning of scoop N dough - how scoop ´N dough can increase brand awareness through search engine marketing
title Strengthening the positioning of scoop N dough - how scoop ´N dough can increase brand awareness through search engine marketing
spellingShingle Strengthening the positioning of scoop N dough - how scoop ´N dough can increase brand awareness through search engine marketing
Malachi, Eric Reginald
Positioning
Brand management
Digital marketing
Keywords
Search engine marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Strengthening the positioning of scoop N dough - how scoop ´N dough can increase brand awareness through search engine marketing
title_full Strengthening the positioning of scoop N dough - how scoop ´N dough can increase brand awareness through search engine marketing
title_fullStr Strengthening the positioning of scoop N dough - how scoop ´N dough can increase brand awareness through search engine marketing
title_full_unstemmed Strengthening the positioning of scoop N dough - how scoop ´N dough can increase brand awareness through search engine marketing
title_sort Strengthening the positioning of scoop N dough - how scoop ´N dough can increase brand awareness through search engine marketing
author Malachi, Eric Reginald
author_facet Malachi, Eric Reginald
author_role author
dc.contributor.none.fl_str_mv Kousi, Sofia
RUN
dc.contributor.author.fl_str_mv Malachi, Eric Reginald
dc.subject.por.fl_str_mv Positioning
Brand management
Digital marketing
Keywords
Search engine marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Positioning
Brand management
Digital marketing
Keywords
Search engine marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description 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.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-05-31T16:35:38Z
2022-01-17
2022-01-17T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/139083
TID:202998673
url http://hdl.handle.net/10362/139083
identifier_str_mv TID:202998673
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799138092183977984

Registros relacionados