Twitch.tv brand audit and new product proposal

 

In this project, I was the brand manager for Twitch.tv where I analyzed current trends in the game streaming market and gathered information about consumer perceptions about Twitch and its competitors through focus groups, interviews, surveys, etc. to see where the brand could go next. This brand audit measured Twitch.tv's brand equity for our target market of gamers aged 17-24 and helped us evaluate the potential strengths Twitch could capitalize on. Our brand audit found some of Twitch's greatest strengths included community, content, and entertainment while some of the negatives included misogyny, trolling, and entitlement. 

 

From there, my team and I tested 3 potential brand extensions in a new product proposal and evaluated its success rate by testing the percentage increase in current positive/negative Twitch qualities. We found that our first extension, Twitch x Razor hardware extension, was safe but not unique enough to distinguish itself from the saturated market, which is why it did not hold enough equity on its own to sustain itself. The second extension, Twitchcon NY, was something that had more equity than the first extension because it carried enough equity from the parent brand and it appealed enough to current gamers. The last extension, Oracle, had the highest success rate because it had the highest amount of potential equity from both the parent and itself, and seemed the most favorable and unique. For these reasons, we recommended to Twitch.tv that the Oracle extension would prove to be most beneficial to the brand.

 

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