Candy Crush Brand Audit

Candy Crush

Candy Crush is free-to-play match-three puzzle video game. See how US mobile gamers perceive the brand and reputation.

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Candy Crush Brand Awareness

Brand awareness is the extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.

A poll of 50 US mobile gamers showed very strong brand awareness of the Candy Crush game, with a rating of 4 out of 5. Many of the consumers said they have either played it for years or have heard of it. Even the ones who are not familiar with the game still understand the basic concept.

On a scale of 1-5 (1 = not familiar, 5 = very familiar), how familiar are you with the Candy Crush game?

Candy Crush Top Competitors

The more you understand your competitors, the better chance you have of beating them.

This poll provides data for a quick-and-dirty competitive analysis based on potential consumer sentiment. By querying potential consumers, we get to understand your brand’s perceived position in the market.

Carefully read all the consumer comments to understand each competitor’s relative strengths and weaknesses, and potentially even perform a SWOT analysis with the data.

When asked which games are the top competitors to Candy Crush style games, 50 mobile gamers said Tetris, Bejewel, Pet Rescue, Dr. Mario, and Bubble Shooter.

What are some competitive games you would compare Candy Crush to?

Candy Crush Objective Consumer Descriptions

Marketers spend countless dollars to match the right words to their messages. But how does a marketer know their message is getting through?

This poll is a great way to test marketing message in a target consumer pool. Just ask your target market to describe your brand in their own words, and you’ll get qualitative insight on what’s working and potential areas for improvement and brand expansion.

The most common ways 50 US mobile gamers described Candy Crush are as a “puzzle game of strategy, with candy,” “similar to a bubble shooter, but with candy,” and “tetris-like matching game with colorful pieces.”

How would you describe the Candy Crush game in your own words?

Candy Crush Brand Trajectory

Brands “grow up” and age just like people do.

Some brands in their infancy (Warby Parker, Instagram) seem to pop out of nowhere to dominate their space. Most successful brands follow a natural course and age to become “old” brands (JC Penny, Volvo) that most people associate with a prior generation. But there are a handful of brands (Coca-Cola, Disney) that seem timeless. What’s the secret? Careful management of their brand trajectory.

Brand trajectory is the measurement of a brand’s current and future positioning in its target markets. Brand trajectory is measured via regular customer surveys of brand awareness and positioning. Polls like this one help reveal consumers perception of an established brand, and their opinions on its future prospects.

Despite the strong brand awareness, 50 mobile gamers rate the future prospects of Candy Crush as only 3.4 out of 5. Some of the reasons cited included the fact that there are lots of clones now and there hasn’t been enough innovation in the game lately. Those that are bullish on the prospects note the addictive nature.

On a scale of 1-5, how would you rate Candy Crush’s future prospects? Why?

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