Strengthening the positioning of scoop n dough - how can scoop -n dough-s brand strategy be expressed through visual identity
Autor(a) principal: | |
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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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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 |
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