Post on 23-Mar-2019
MKT30017 Branding Strategy ReportRe-branding and Re-positioning Strategy
Group 17 Team MembersZoe Zerbi
Nikki Karacic
Kady Febo
Alexis Melchor
Word count: 3283
Due Date: 19 October 2017
The purpose of this report is to provide a coherent branding strategy to Scapegrace that is in line with their mission to provide an interactive and fun tool (Quitch) to immerse students into their learning. This report includes a thorough marketing analysis which has resulted in the uncovering of significant opportunities for Quitch in the current and future gamified application industry, specifically towards the primary school education market. It is recommended that Quitch launch a brand extension called Quitch Junior as there is a current gap in this market, providing quitch with a significant opportunity. The intention of Quitch Junior is to condition students to use and incorporate Quitch at a young age, and through the rest of their academic life and career it is imperative that the parent name “Quitch” remained in the line extension name “Quitch Junior”. Even though students will be the end users, it is recommended that teachers and education industry leaders are the primary target market as they will be the initial drivers in the implementation and utilisation of the application in a classroom setting. The following recommendations have been made in relation to brand elements, brand experience and secondary brand equity, the areas in which Scapegrace need to address in order to successfully launch their new line extension, Quitch Junior. The main recommendations include utilising five brand elements to achieve each step of brand resonance. These include: Brand names, Logo, Character, Slogan and Colour. To achieve Brand Salience it is recommended to create Quitch Junior as a line extension to the existing Quitch brand. By incorporating ‘Junior’ will help indicate to customers that this line extension is specifically for primary school students or children. A potential new logo has been developed in order to create a link and also to distinguish between "Quitch" and "Quitch Junior", this will also help with brand resonance and brand personality. Recommended brand elements for Quitch Junior feature significant additions such as Quinn the Elephant as a mascot for Quitch Junior and the slogan “Learning you won’t forget’. To create a link with the unique and distinctive name ‘Quitch’, Quinn has been chosen as the recommended mascot name due to its similarity. Place recommendation involves expanding beyond tech-space alone, potentially involving collaborations with concept stores such as Apple or Microsoft spaces, or pop-up stands in shopping centres, school fetes or industry events. Recommended brand experiences focuses on perceived quality and the app meeting the needs of teachers and students to ensure Quitch Junior is successfully adopted. However, to achieve early introduction of the app into primary schools, marketing channels will utilise event sponsorships and social media to build trust. Lastly, to leverage Quitch Junior, secondary sources such as co-branding with ABC and an endorsement through The National Education Summit will help Quitch Junior build their brand equity.
Executive Summary
TABLE OF CONTENTS
1. INTRODUCTION 2.BACKGROUND 2.1 Company 2.2 Product 2.3 Brand Positioning 2.3.1 Frame of Reference 2.3.2 Points of Parity and Points of Difference 3. MARKET ANALYSIS 3.1 Industry 3.2 Competitor Analysis 3.3 Target Market Analysis 4. QUITCH'S CURRENT BRANDING STRATEGY 5. RE-BRANDING STRATEGY AND RECOMMENDATIONS 5.1 Branding Re-positioning 5.2 Recommended Brand Elements 5.3 Recommended Brand Experience 5.4 Recommended Secondary Sources of Brand Equity 6. CONCLUSION AND IMPLICATIONS 7. REFERENCES 8. APPENDIX
1 2-4
5-8
9-10 9-12
11-20 21 22-25 25
GROUP17|QUITCH|BRANDINGREPORT 1
1. INTRODUCTION The gamified mobile learning platform Quitch is transitioning into commercialisation. The purpose
of this report is to develop Quitch’s branding strategy, considering current market conditions to
make reflective and meaningful recommendations.
Divided into four sections, the background and marketing analysis uncover significant
organisational and marketplace insights. These inform current and re-branding analysis sections.
Repositioning recommendations are focused on entering the primary school education market,
introducing new brand elements, experiences and secondary sources of brand equity. A key
objective in repositioning recommendations is to strengthen the Quitch brand to ultimately
become a fundamental educational tool students utilise throughout schooling careers
GROUP17|QUITCH|BRANDINGREPORT 2
2. BACKGROUND 2.1 COMPANY
Founded in 2016 by Dr. Grainne Oates the company Scapegrace Pty Ltd launched their
educational app “Quitch”. While the app officially launched in 2016 it was in 2015 Dr. Grainne
Oates first conceptualised the idea of the app due to her “struggle to retain the focus of the 1500
students undertaking [her] first-year core accounting unit” (Williams 2017).
However, to further develop the app, Kivivali (2017) reported how Dr. Oates partnered with
Professor Dan Hunter Dean of Swinburne's Law School due to his expertise and experience in
gamification education. As indicated by Quitch (2016) Dr Oates is currently the Executive Director
and CEO of Scapegrace Pty Ltd . Furthermore, performance wise as of March 2017 the app hosts
“10,000 student users in nearly 100 educational institutions worldwide” (Mdp 2017).
With the success of the app’s adoption by students and educational institutions the company has
received multiple awards and recognition both in Australia and internationally which enabled
Scapegrace in 2016 the opportunity to begin selling commercial licenses to tertiary institutions .
While the app initially was developed for university students and educational institutions Kivivali
(2017) reports how areas such as the corporate sector have begun to adopt the app.
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2.2 PRODUCT As displayed in FIGURE 1 below Quitch features multiple features, capabilities and benefits.
FIGURE 1 Quitch Product Attributes
2.3 BRAND POSITIONING 2.3.1 FRAME OF REFERENCE
The current industry Quitch positions itself in is the educational gamification market with university
institutions as their main target market. However, as explained by Periera (2017) Quitch’s target
market features three tiers consisting of higher education institutes, lecturers and tutors and
students. As the educational gamification industry is fairly new, Quitch has only one main direct
competitor Kahoot with indirect competitors including Blackboard, Mathletics, Quizlet, Studyblue
and Tic Toc time which foster teen and child learning.
GROUP17|QUITCH|BRANDINGREPORT 4
FIGURE 2 Target Market Tier
2.3.2 POINTS OF PARITY AND POINTS OF DIFFERENCE Refer to Appendix A for full P.O.D and P.O.P table
FIGURE 3 displays the Points of Parity and Points of Difference of Quitch and three main
competitors: Kahoot!, StudyBlue and Quizlet.
FIGURE 3 Points of Parity and Points of Difference
GROUP17|QUITCH|BRANDINGREPORT 5
3. MARKET ANALYSIS 3.1 INDUSTRY
Industry Description
The gamified learning environment Quitch operates within is a complex industry gaining increased
awareness and infrastructure improvements (Emerging Strategy: Prospects of the Gamification
Industry 2015). Increasing in popularity globally, gamified tools can potentially revolutionise
learning experiences, tailored to individual needs (Emerging Strategy: Prospects of the
Gamification Industry 2015).
Industry Size and Structure
The projected growth for the global education gamification market is 66.22% from 2016-2022
(Chang 2016), attributed to growing e-learning markets, corporate adoption and growing gadget
penetration (P&S: Gamification Market), with various targeted offerings (O’Connor 2016 p. 2).
Depicted in GRAPH X below are major markets Quitch can potentially access.
FIGURE 4 Australian Smartphone Application Markets
Global educational sectors forecast the e-learning market to reach USD $126 billion by 2020
(Wireless News: Technavio Report 2016). Evident in Figure X, the global gamification market
growth is projected to reach $1156.55 million by 2020 (Wireless News: Technavio Report 2016).
GROUP17|QUITCH|BRANDINGREPORT 6
FIGURE 5: Global Education Gamification Market Growth
Australian educational industries are experiencing medium technological change, with federal
government funding (Munro-Smith 2017, p. 2) and incorporation of technologies into education
(Mullaly 2017, p. 3). Australia’s high smartphone penetration rate and increasing mobile
technology adoption means non-traditional education formats are crucial for market
competitiveness.
GROUP17|QUITCH|BRANDINGREPORT 7
3.2 COMPETITOR ANALYSIS
There are both direct and indirect competitors that Quitch will need to be mindful of. FIGURE 7
displays the following competitors:
FIGURE 7: Competitor table
GROUP17|QUITCH|BRANDINGREPORT 8
3.3 TARGET MARKET ANALYSIS
Quitch’s current target markets consists of three tiers.The first tier - Corporations and higher
education institutes and heads of faculties who are purchasing the licensing fee of the application.
The second tier - Lecturers and Tutors and the third tier - Students, who are the main users of
application. Although due to increased corporate recognition the application is also being used as
an education and training platform within business, healthcare and sporting corporations. The
target markets share a common variable, they are all seeking an alternative and modern avenue to
educate. The target markets were segmented by behavioural variables, to analyse their current
target base. FIGURE 8: Target market segmentation table
GROUP17|QUITCH|BRANDINGREPORT 9
4. QUITCH’S CURRENT BRANDING STRATEGY ANALYSIS
FIGURE 7: Current Quitch Branding
Brand Elements
Quitch’s current branding strategy utilise the brand elements of brand name, URL, logo and colour.
Each of the brand elements were analyzed by the six criteria for brand elements and rated out of
ten.
FIGURE 9: Brand Elements Criteria
GROUP17|QUITCH|BRANDINGREPORT 10
The brand name “Quitch” could be considered similar to other prominent brand names within a
similar market. The brands being video game streaming service Twitch, and gamified card
collecting mobile application Quidd. Although similar brand names can potentially prove beneficial
to generate the positive effect of familiarity on consumer’s attitudes (Campbell & Keller. 2003,
p.292). Quitch’s current branding identity utilises a neutral design and universal red and grey
colour palette to emphasise Quitch’s application as a “general-purpose mobile teaching system”
(Quitch, 2017). Red is also unused within competitor branding, which is beneficial to the brand in
ensuring differentiation from entrenched competitors (Ciotti, 2016).
Brand experience
Brand experience is defined as the perception of consumers, at every moment of interaction with a
brand, (Sahin et al. 2011). Consumer brand experience is an essential aspect to forming a brand
loyalty (Sahin et al. 2011). Of the four dimensions of brand experience; sensory, affective,
intellectual and behavioural, (Centurion, 2017) Quitch utilises a behavioural brand experience,
where the consumer have to use and interact with the brand to understand and form a brand
loyalty. As Quitch is currently undergoing a rebranding, the potential brand experiences of brand
which has been released to the public as of September 2017 has been assessed to investigate their
current branding performance.
FIGURE 10: Brand Experience
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5. RE-BRANDING STRATEGY AND RECOMMENDATIONS 5.1 BRANDING RE-POSITIONING
New Frame of Reference
Quitch’s new frame of reference is to continue to reposition itself as a multi-level gamified educational platform with an expanded target market of primary education to university institutions, through the introduction of Quitch Junior. A line extension of Quitch specifically targeted towards the younger teaching platform primary education.
FIGURE 11: New target market tier
With digital technologies specified as an integral component of learning and teaching programs in Australia (State Government of Victoria, 2017), by introducing the application as an education resource at a young age, students will be conditioned to the incorporation of Quitch in their learning environment and will potentially develop loyalty to the brand. Integrating continuity of learning experiences across a multi-platform strategy can be engaging and stimulating for students on repeated use (Boticki et al. 2015). Therefore by utlising video tutorials and classroom teaching aid videos through the Quitch youtube channel and QR codes to trigger tasks and questions on the app could prove beneficial within primary education. With an updated frame of reference introduces new a primary competitor of SamEx, and indirect competitors Heineken Capability Academy and Crash Course.
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New Points of Difference
FIGURE 12 New Points of Difference table
Brand Equity
Brand equity is a set of brand assets and liabilities that are linked to a brand name and symbol,
which either add or subtract from the value provided by the product (Aaker, 2016). To assess
Quitch’s rebranding strategy, Keller’s Customer-based brand equity model has been utilised to
determine and provide recommendations for the potential route of brand building to be used to
reach brand equity.
GROUP17|QUITCH|BRANDINGREPORT 13
FIGURE 13 Quitch Brand Equity Model
5.2 RECOMMENDED BRANDING ELEMENTS To help build brand equity Mind tools (2017) explains how Keller’s Brand Equity Model illustrates
four steps that need to be achieved to reach brand resonance. Therefore, by introducing Quitch
Junior as a line extension of Quitch the recommended brand elements for Quitch Junior will
contribute to developing brand equity and loyalty to Quitch as a brand.
Brand Names:
To achieve Brand Salience it is recommended to create Quitch Junior as part of a line extension of
Quitch. Therefore, as the intention of Quitch Junior is to condition students to use and incorporate
Quitch at a young age and through the rest of their academic life and career it is imperative that
the parent name “Quitch” remained in the line extension name “Quitch Junior”.
GROUP17|QUITCH|BRANDINGREPORT 14
This will ensure as students move through their academic life they recognise Quitch as a tool that
can be used through that period. By combining ‘Quitch’ with ‘Junior’ this signifies to customers
that they can expect the same or similar product experience. Incorporating ‘Junior’ helps indicate
to customers that this line extension is specifically for primary school students or children.
FIGURE 14 Quitch Junior App
Brand Logo
To achieve imagery and feelings a distinct word mark has been developed as a brand logo for
Quitch Junior. To increase recognition and brand awareness the current Quitch logo design will be
featured. However, to create create personality and excitement ‘Junior’ has been placed in the
foreground of the logo design in large text to ensure customers are able to create a distinction
between the line extension and the parent brand. To further create links to Quitch, red has been
used for ‘Junior’ as red, gray and black are colours currently being used as the colour palette for
Quitch to define themselves.
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FIGURE 15 Quitch Junior Brand Logo
Character
To also achieve imagery a mascot for Quitch Junior has been recommended. The brands mascot
‘Quinn the Elephant’ will help create a perception of fun and excitement - an important element in
engaging young students.
With the perceptions the mascot creates this will also contribute to developing positive feelings
and associations towards both Quitch and Quitch Junior. To amplify the benefits of the app an
elephant was chosen. As reported by Hutchinson (2013) elephants having exceptional memories.
By associating an elephant with Quitch Junior this will present the brand as a learning tool that can
help students excel in retention and learning. To also create a link with the unique and distinctive
name ‘Quitch’ Quinn was chosen as the mascot name due to its similarity.
FIGURE 16 Quinn the Elephant
GROUP17|QUITCH|BRANDINGREPORT 16
Slogans
To further present the brands benefits the slogan “Learning you won’t forget” was developed. As
the slogan is not specific to Quitch Junior the slogan has the ability to be transferred and adopted
by Quitch.
Colour
To ensure customers recognise Quitch Junior as being part of the Quitch brand the colour red for
both the brand logo and mascotis suggested. By using the same colour palette as Quitch this will
help create association, recognition and familiarity between Quitch and Quitch Junior. However,
the use of red in particular for Quitch Junior is fitting due to the colour being helpful in repetitive
and detail oriented tasks for children as reported by Olesen (2017).
To assess if these elements met the brand element criteria the chosen elements: Brand names,
Brand Logo, Character, Slogans and Colour were applied to the brand element criterion table.
Refer to Appendix B for Brand element table.
GROUP17|QUITCH|BRANDINGREPORT 17
5.3 RECOMMENDED BRAND EXPERIENCES Recommendations and resulting appeals for Quitch Junior are outlined below for touchpoints in all
categories. FIGURE 17 Brand Experience Touchpoint and Appeals
Product:
Consumer perceptions of Quitch Junior must include high performance capabilities to generate
purchases. The application must meet need of Primary School teachers, requiring tools capable of
improving student’s digital technology skills (Digital Education: New approaches for learning p.
17).
The Victorian Government state digital technologies assist the learning of new skills (Victorian State
Government: Students and Digital Technologies 2017), believing the key to successful digital
education is enhancing teacher capability and providing appropriate access to resources (Digital
Education: New approaches for learning p. 8).
GROUP17|QUITCH|BRANDINGREPORT 18
These factors appeal to the segment’s cognitive needs, enabling skill enhancements and the ability
to create custom content, to meet creative demands and individual student needs (Schmitt 2011,
p. 68).
Place:
As a smartphone application available through various operating systems (Lo 2017), Quitch Junior
has a direct marketing channel through Apple and Google App stores. The app stores allow Quitch
to be easily accessed by most key publics, with individuals, businesses and governments
accounting for 27.3%, 37.2% and 13.2% of the market respectively (Lo 2017).
This touchpoint should continue to be utilised due to its convenient and familiar nature with
smartphone applications fundamental in Australia’s ‘mobile economy’ (Deloitte 2016, p. 25).
Consumers are comfortable with this medium, appealing to physical behaviours and lifestyles as
downloading/installing smartphone applications is part of technology culture.
An additional place recommendation involves expanding beyond tech-space alone, potentially
involving collaborations with concept stores such as Apple or Microsoft spaces, or pop-up stands
in shopping centres, school fetes or industry events. People:
Given Quitch Junior’s key target audiences (primary school teachers, parents and children as end-
user), it should be depicted as user-friendly, educational and ultimately useful! The people
touchpoint is crucial in communicating these factors and influencing target audiences. As an
intangible technology product with no physical stores, employee-brand alignment will be fulfilled
through paid endorsements. Social media influencers will be a major communication channel to
establish ‘personal’ encounters with positive emotional and cognitive marketing appeals.
Social media is a strong purchase influencer, with 71% of consumers influenced by references
found online (Duran 2016). Quitch will create custom video content published on Youtube and
shared across social media platforms, and employ influencer marketing with sponsored content for
successful return on investment (Duran 2016). Not only do consumers trust influencer opinions over
traditional brand communications, this platform also allows the Quitch concept and functionality to
be clearly demonstrated.
Teachers will receive personal demonstrations, discussing benefits and demonstrating how Quitch
Junior works.
GROUP17|QUITCH|BRANDINGREPORT 19
Demonstrating the app online and in-person has significant behavioural and cognitive appeals:
• Teachers: Provides a beneficial educational tool and increases student-teacher
interactions as different student needs can be accommodated through customisation
features.
• Students: Early introduction trains students to use this technology for utilisation
throughout schooling. Primary school implementation of Quitch Junior means introducing
Quitch into high-school/tertiary education is a smooth technological adoption.
Marketing Communications
Quitch Junior’s marketing communications will predominantly incorporate direct (social media,
sponsorship/events) efforts to inform and persuade consumers (Keller 2003, p. 16). For a successful
social media campaign, Quitch must leverage educational expertise to create differentiated
content (Ehrlich & Fanelli 2012, p. 110). This will be achieved through custom-content and
influencer marketing shared across social media platforms. Examples of great influencers include
Oh So Busy Mum, Adele & Harvey and Elly Awesome. These tactics aim to increase awareness by
appealing to:
FIGURE 18 Marketing Communication Appeals
Sponsorship marketing builds brand credibility, demonstrating corporate caring (Ehrlich & Fanelli
2012, p. 87) and can have profound purchase results. A study found 28% of event attendees
claimed they would purchase from event sponsorship companies (Ehrlich & Fanelli 2012, p. 88).
Quitch Junior must build brand awareness and demonstrate company expertise. Events such as
The Education Show and K-12 digital classroom practice conference are popular local events,
helping to identify and link Quitch to the Victorian community (Ehrlich & Fanelli 2012, p. 88). These
events would provide great exposure for Quitch Junior and enable personal encounters to clearly
communicate tool benefits. Quitch spokespeople should also visit local school assemblies to
present the concept and speak to parents directly.
GROUP17|QUITCH|BRANDINGREPORT 20
5.4 RECOMMENDED SECONDARY SOURCES OF BRAND EQUITY
In order to strengthen the brand identity of Quitch Junior, it is recommended that secondary
sources are sought to partner with the Quitch Junior brand. The secondary sources will ideally be
well known entities that already hold strong, favourable reputations in the education or learning
industry (Centurion 2017). The benefits of linking to secondary sources is that consumers often
subconsciously transfer their existing associations and feelings (hopefully positive), on to the
partnering brand (Centurion 2017). This can be extremely beneficial when trying to build trust and
positive brand awareness within new markets.
Co-Branding
It is highly recommended that co-branding with ABC is utilised as a primary strategy to build brand
equity for Quitch Junior. Quitch has quite a few competitors, and co-branding with ABC would be
considered highly advantageous, as ABC is a nationally recognised brand with a highly valued and
trusted reputation across Australia. The ABC channel shares the same overarching values as
Quitch in relation to children's education; in particular ABC Kids cares about kids and value the
trust that Australian families have placed in them to educate and entertain their children, with
quality programming that reflects the lives of their audience (ABC Kids 2017). The ABC have
multiple channels, including ABC Kids and ABC Education, with shows targeted at preschool and
primary school children. During these shows it will be expected that Quitch Junior is promoted.
It is important that the relationship is mutually beneficial, the ABC could display QR codes or send
quiz invitations to Quitch Junior while children are watching educational programs, encouraging
kids to use the app and promoting ABC educational programs to children simultaneously.
Endorsement
It is recommended that endorsement is sought from the The National Education Summit, which is a
2 day event held annually at the trade expo in Melbourne for professionals in the education
industry to showcase the latest school resources, products, services and technology for classrooms,
schools and careers (National Education Summit 2017). Being endorsed by such a largely
supported national event will build credibility and also brand resonance with the desired target
market being teachers and leaders in the education industry.
These secondary sources are an important way for Quitch Junior to build its brand identity, by
utilising and linking the existing reputations and positive associations of these well established
entities back to the Quitch (Junior) brand. Consumers will be a lot quicker to trust and recall the
Quitch Junior product once they have developed positive brand value associations and
judgements through these secondary sources.
GROUP17|QUITCH|BRANDINGREPORT 21
6. CONCLUSION AND IMPLICATIONS While Quitch has received much success and recognition for its concept it is recommended that
Quitch consider re-branding through a line extension – Quitch Junior. Through this line extension
Quitch Junior will be targeted towards primary schools enabling Quitch the potential to condition
students at a young age to incorporate Quitch into their academic life and beyond. This has the
potential for students to develop brand loyalty to Quitch at a young age.
Recommended brand elements for Quitch Junior feature significant additions such as Quinn the
Elephant as a mascot for Quitch Junior and the slogan “Learning you won’t forget’. These brand
elements enable Quitch to create links between the concept of the app further highlighting the
benefits.
Recommended brand experiences focuses on perceived quality and the app meeting the needs of
teachers and students to ensure Quitch Junior is successfully adopted. Visual demonstrations of
how the app works will ensure teachers understand how to use the app. To achieve early
introduction of the app into primary schools, marketing channels will utilise event sponsorships and
social media to help build trust and advocacy for Quitch.
To leverage Quitch Junior secondary sources such as co-branding with ABC and an endorsement
through The National Education Summit will help Quitch Junior develop their brand equity.
GROUP17|QUITCH|BRANDINGREPORT 22
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GROUP17|QUITCH|BRANDINGREPORT 23
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GROUP17|QUITCH|BRANDINGREPORT 24
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8. APPENDIX Appendix A
POD - Quitch
POD - Kahoot
POD - Blackboard
POD - Mathletics
POINTS OF PARITY
POD - Quizlet
POD - Studyblue
POD- TicToc Time
Product attributes: Provides data analytics for teachers Benefits: Automatic push notifications, accessibility from anywhere, supports self-directed learning, enables blended and flipped learning
Product attributes: Offers 20 million public games, multiple choice based questions, played in real-time Benefits: Aimed to be played in a group setting, can assign Kahoot games as homework
Product attributes: Portal for students to access all unit content, dash notifications to indicate new announcements, bridge between student and teacher Benefits: Aimed for university students, available through mobile version, discussion boards and grade center accessibility
Product attributes: For primary and secondary students, Math based learning, traffic light system - students track progress Benefits: Aligned to the Australian Maths curriculum, activity adapts based on person's understanding
Mandatory elements: Notifications, mobile based, app and desktop accessible, analytics for teachers to identify learning gaps, different modes of learning e.g multiple choice, short answer, match questions
Product Attributes: Quizlet Live - team learning in class, teams compete with each other, access other diagrams and tests Benefits: Offers product plan adaptable to personal content - person provides content and sends notification of when to start reviewing (Huynh, 2017)
Product Attributes: Study modes: flip cards, quiz, review sheet, Benefits: Customisable content, range of different study mode options
Product Attributes: Learn: the compass, the sun and shadow, the time from space, play with the clock, the clock’s challenge Benefits: Interactive way for children to learn about time and the science behind what makes a day,
Appendix B
Criterion Brand Names Logos Characters Slogans Colour
Memorability As the parent name “Quitch” is already unique and distinctive the line extension name will feature Quitch to enhance brand recognition. Furthermore, as Quitch Junior is a line extension of Quitch it is imperative both the parent name and new name be featured. By combining Quitch and Junior together this will signify to customers to expect a similar platform and learning experience yet indicate the line extension is directed towards children
The integration of Quitch’s logo into the new brand name will help prompt brand recall and recognition with the Junior in large red text creating impact
As Quitch Junior’s competitors do not utilise mascots Quinn the Elephant will help create an association and link between Quitch Junior and learning. Therefore, this will help prompt recall of the brand
Short and snappy the slogan “Learning you won’t forget” is quick therefore can be remembered easily.
As Quitch Junior will be leveraging off Quitch using their red, gray and black colour palette will be helpful in brand recognition. Furthermore, associations can be made between Quitch and Quitch Junior
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Meaningfulness The name Quitch Junior will create the association that the brand Quitch is a tool that can be used in childhood and all stages of life
The use of red and gray which are Quitch’s colour pallette with the brand logo will further promote brand recognition
As elephants are known for being smart and exceptional memory skills the mascot will help create the link that Quitch is beneficial for learning and studying
The slogan will further amplify and describe the benefit of the app
The colour palette is sleek and modern yet energetic. Quitch Junior will be paying homage to Quitch
Likability ‘Junior’ creates a perception that Quitch Junior is fun and exciting as children require fun and engaging tools to learn.
As red is a bold and energetic colour this will present the brand as likable
Elephants are non-threatening animals therefore easily likable
As the slogan is short and easy to remember people can easily recall the brand
Stand out from competitors creating impact
Transferability As Quitch is a distinctive brand which has no specific meaning this does not elicit any particular images therefore the name can be transferred over
The Logo can be transferable among english based countries
Elephants may signify/ have different meanings across culture.
When transferred into non-english speaking countries the translation may be difficult
The colour palette can be transferred over the Quitch and Quitch Junior
Adaptability It is difficult to change and adapt the name without disturbing The customer-based brand equity model as customers will be conditioned to the app name
As the logo is simple, sleek and refined the logo can change and adapt over time along side the parent brand
While the mascot will not age the colour used for Quinn can be adapted over time to ensure the mascot remains fresh and energised
As Quitch Junior is new the slogan can still be developed and changed. However, after a certain period of time may be difficult to adapt as customers are conditioned to the existing slogan
As colours adapt with the brand this further represents Quitch’s usefulness and adoption by different industries. The constant colour adaption signifies to customers how Quitch is a brand that can be used in all stages of life
Protectability Can be protected as parent name is currently trademarked
Can be protected as parent name is currently trademarked
Quitch would need to ensure the design is not similar to any mascots that exist to prevent copyright
Can be protected however Quitch must check slogan is not already in use
Not applicable