Defining the brand Mooie Boules: creating a brand book

The goal of this graduation project is to know what the brand Mooie Boules is about and how this brand can be made stronger. This is done by concretizing the positioning of the company and how it could communicate according to this positioning. Mooie Boules is a five year old start-up, which organizes boules events and ran a pop-up bar for young...

Brand & Product/Service Strategy for the entrance of BYD Auto to Europe

The Chinese company BYD is the leading manufacturer of electrified cars in the world. However, without presence in Europe. BYD is a new brand in Europe without brand awareness. Before BYD can go to the European market, a strategy proposal is needed. That is where this graduation project comes to play. By analysing the internal and external...

Rebranding Popocatepetl by brand-driven innovation

The main goal of this project is to introduce a new brand identity for the Mexican restaurant chain Popocatepetl. The owner of the chain is Debuut, which has 27 restaurants in the Netherlands. However, it doesn’t have experience in re-branding an existing chain. It has been successful in developing new restaurants throughout the years. This...

Revitalize the Feelin' good-factor: A redesign of the Brunotti brand strategy

Introduction Brunotti is searching for growth opportunities, and is therefore developing a new brand strategy with a broader scope. The ‘right’ brand strategy will ultimately lead to an increase of the brands’ equity and increase the brands competitive position. However there is little knowledge about the perception of the brand and therefore...

A meaningful brand image and new customer experience for tap water consumers

This graduation report is about how the tap water company Oasen should deal with their household customers. The analysis focused on the company itself, external factors that play a role and the perception of customers. A strategy has been developed as well as a roadmap for implementing a new way of looking at customers resulting in a new...

A brand strategy for the Reinvent the Toilet Challenge

The lack of proper sanitation has cost many deaths to subsistent citizens all around the world. In India, open defecation is still practiced in urban and rural areas. Many efforts to provide toilets to the people that lack them, met failure because they lack one necessary element. Emotional engagement. This report presents “SANIR“. An value...

'Life after acquisition': Providing brand experience in a highly functional market

In 2006 the Thule Group acquired the Dutch company Brink Bv. A leading player in the European towing industry. In 2008 the brand Brink was replaced by the Thule Group's core brand; Thule. Since then several incremental changes have been implemented to align products and communication with the Thule brand. Since, many entities are left unchanged...

Building the MisterGreen brand

The following is the graduation report of a master thesis for MisterGreen. It includes both internal and external analyses which have led to the proposal of a strategy. This strategy, in turn, has led to the development a brand strategy. The brand strategy has been interpreted by means of the realization of a design cue; a film. This film is the...

Brand & Product Strategy for deLight Interactive Solutions BV

The Branded New Product Design (BNPD) process is used to develop the brand and product strategy. The followed procedure is to (1) understand the business, (2) create an inspiring vision, (3) design the brand identity and (4) design new products accordingly. Understanding of the business has been obtained by the context analysis. The deLight...

Strategy, Brand and Product Development for a Chilean cooperative of sea salt producers

In a laguna a few kilometres out of the coast, wind and solar power are used to evaporate ocean water. Hardworking men (salineros) manage the current of the water trough a complex system of pools and channels by hand. The water travels for three weeks trough various pools until the percentage of salt is so high that it crystallizes. In the last...