"According to a Mintel report by McGrath (2023), Instagram is the most popular platform for teens aged 16-19 with 83% using the platform in general in the three months prior to the report, and 76% using the platform to follow brands and companies. This information is further backed up by a blog post summarising a survey that’s results showed that 76% of “Gen Zers” aged 13-25 used Instagram the most (Roberts 2023)."
"The post created is an image of a mobile phone with notifications from a proposed CleanAir app (next section). Not only does this post create an opportunity to promote the app, it also contains a motivational reminder for viewers of the post on Instagram. One of the main motivations for brand-hashtag posting behaviour is social acceptance in the sense of being a part of a community and joining a group with similar interests (Gu and Kim 2020). The caption for the post includes an action message for the viewers to share their stories with the brand hashtag “journeytocleanair” - allowing the opportunity for CleanAir to utilise user generated content. As Yule and Tinson (2017) mention in their report, vaping enhances sociability - something CleanAir can combat by introducing sociability through online communities instead."
"A brand’s platform defines the core parts of a brand, and are often known as the normative blueprint of a brand (Kapferer 2012). The most important question a brand platform should answer is “why does this brand exist?” (Kapferer 2012). Using Kapferer’s (2012) example of a typical brand platform combined with their brand identity prism, I have presented CleanAir's brand positioning in relation to their identity."
"A logo is a clear, visual representation of a brand, used to differentiate it from its competitors (Aaker 1996 and Keller 2003 cited in Morgan et al. 2021). A study by Morgan et al (2021) shows that consumers are more positive towards newer, less familiar brands if they have a text based logo due to lacking the interpretational frame for processing an image-based logo. Following this research, I have created CleanAir’s logo (on the right) to be mostly text based with the opportunity to simplify into a image based in the future. Alongside the logo, I have prepared a brand board, platform, and identity prism (Kapferer 2008) to clearly and visually align how CleanAir will function. The key colour palette for CleanAir and Clair consists of different shades of blue. Many studies have proven that the colour blue evokes a certain trust and effectiveness emotion within consumers (Kauppinen-Räisänen and Jauffret 2018, Broeder and Snijder 2019, Broeder 2021), something which health marketing should really encompass."
"CleanAir’s mascot “Clair” can be beneficial for sustaining the brand in the long term. Brand mascots are useful tools for attracting attention, forming trust, and capacitating promotional marketing and communications (Bennett and Thompson 2016). A study by Cakir et al. (2018) shows that 63% of females and 37% of males remember a brand more clearly if it has a mascot. Similarly, 63% of participants aged 17-20 find mascots to be a memorable brand identifier (Cakir et al. 2018)."
