Strengthening the positioning of scoop n dough - how can scoop -n dough-s brand strategy be expressed through visual identity

Detalhes bibliográficos
Autor(a) principal: Gomes, Bárbara Martins
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/10362/142457
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. Consequently, consistency across the brand’s visual identity is key when expressing the new brand strategy. Therefore, recommendations on Scoop ‘n Dough’s main touchpoints and visual identity guidelines were proposed.
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spelling Strengthening the positioning of scoop n dough - how can scoop -n dough-s brand strategy be expressed through visual identityPositioningBrand managementBrand guidelinesVisual identityBrand touchpointsDomínio/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. Consequently, consistency across the brand’s visual identity is key when expressing the new brand strategy. Therefore, recommendations on Scoop ‘n Dough’s main touchpoints and visual identity guidelines were proposed.Kousi, SofiaRUNGomes, Bárbara Martins2022-01-172021-12-172025-12-17T00:00:00Z2022-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/142457TID:203021622enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:20:09Zoai:run.unl.pt:10362/142457Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:50:19.483890Repositório 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 can scoop -n dough-s brand strategy be expressed through visual identity
title Strengthening the positioning of scoop n dough - how can scoop -n dough-s brand strategy be expressed through visual identity
spellingShingle Strengthening the positioning of scoop n dough - how can scoop -n dough-s brand strategy be expressed through visual identity
Gomes, Bárbara Martins
Positioning
Brand management
Brand guidelines
Visual identity
Brand touchpoints
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Strengthening the positioning of scoop n dough - how can scoop -n dough-s brand strategy be expressed through visual identity
title_full Strengthening the positioning of scoop n dough - how can scoop -n dough-s brand strategy be expressed through visual identity
title_fullStr Strengthening the positioning of scoop n dough - how can scoop -n dough-s brand strategy be expressed through visual identity
title_full_unstemmed Strengthening the positioning of scoop n dough - how can scoop -n dough-s brand strategy be expressed through visual identity
title_sort Strengthening the positioning of scoop n dough - how can scoop -n dough-s brand strategy be expressed through visual identity
author Gomes, Bárbara Martins
author_facet Gomes, Bárbara Martins
author_role author
dc.contributor.none.fl_str_mv Kousi, Sofia
RUN
dc.contributor.author.fl_str_mv Gomes, Bárbara Martins
dc.subject.por.fl_str_mv Positioning
Brand management
Brand guidelines
Visual identity
Brand touchpoints
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Positioning
Brand management
Brand guidelines
Visual identity
Brand touchpoints
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. Consequently, consistency across the brand’s visual identity is key when expressing the new brand strategy. Therefore, recommendations on Scoop ‘n Dough’s main touchpoints and visual identity guidelines were proposed.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-01-17
2022-01-17T00:00:00Z
2025-12-17T00:00:00Z
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/10362/142457
TID:203021622
url http://hdl.handle.net/10362/142457
identifier_str_mv TID:203021622
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
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
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