CO2 Espresso Machine
Brand Positioning for Crowdfunding
K. Wu (TU Delft - Industrial Design Engineering)
E.A. Van den Hende – Graduation committee member (TU Delft - Responsible Marketing and Consumer Behavior)
Sijia Wu – Mentor (TU Delft - Responsible Marketing and Consumer Behavior)
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Abstract
The brand positioning strategy for the “X” espresso machine was developed by integrating multiple domains, including company ideology, core capabilities, environmental factors, and user perceptions. A mixed-method approach was employed, combining desk research with 16 fixed-structured interviews to construct a user perception model. Targetting identified Sophisticated Connoisseurs and Loyal Coffee Enthusiasts as primary target audiences. A subsequent quantitative study (n = 31) refined the positioning strategy, confirming Sophisticated Connoisseurs as the suitable segment for the video campaign. Additionally, the study investigated the potential impact of a redesigned logo, comparing its effectiveness against the existing design.
To reinforce brand positioning, nine design rules were formulated to guide the development of a 1:20-minute video campaign, titled “The Espresso Ceremony,” with a new re-design logo striving for improved alignment with brand positionings. A final quantitative evaluation (n = 100) assessed the effectiveness of the video and its congruence with the brand identity. While the video successfully reflected the brand positioning, its ability to translate alignment into crowdfunding backing intention remained limited.
Findings suggest that refining messaging, storytelling techniques, and audience segmentation may enhance crowdfunding effectiveness. Moreover, the “Espresso Ceremony” brand message was validated, reinforcing the brand message. However, responses to the logo redesign were neutral, with a slight preference for the existing version, suggesting that a full redesign is unnecessary. Minor refinements, however, may improve visual branding consistency.
This study establishes a foundational brand positioning strategy, offering insights into targeting, branding, and crowdfunding approaches. Future research should explore enhanced segmentation strategies and storytelling refinements to optimize consumer engagement and improve crowdfunding backing intention for the “X” espresso machine.