MKT30017 Branding Strategy Report · Quitch’s current branding strategy utilise the brand...

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


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.


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.


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


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).


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.


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


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


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


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


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.


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.


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”.


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.


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


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.


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).


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.


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.


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.


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.


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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


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

MKT30017 Branding Strategy Report · Quitch’s current branding strategy utilise the brand...

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