Avogen Tech SA, a Swiss startup, developed a patented water-based, ultrasonic vaping device that reduces health risks in comparison to conventional e-cigarettes. Despite the product being almost ready to get launched, the business lacked a well-defined brand identity and a go-to-market communication strategy appropriate for the heavily regulated e-cigarette industry.

Besides a literature review, the thesis established a framework of Aaker’s Brand Identity Planning Model and the FHNW Model of Integrated Communication Management. A market analysis and consumer survey identified target audience insights and competitive positioning, which were combined with the theoretical frameworks to apply them to Avogen‘s situation and, with that, provide them with a sound foundation for their product launch.

This thesis developed a cohesive brand identity that was focused on sustainable design, health-oriented innovation and Swiss precision. The findings further demonstrate that Avogen holds a unique position in the vaping market by providing a safer and cleaner option that appeals to their target group, with their unique value proposition that emphasizes: self-expressive benefits (conscious, forward-thinking lifestyle), emotional benefits (safety, luxury), and functional benefits (water-based, reduced unsafe emissions). Following the Swiss tobacco restrictions, the communication plan suggests a digital-first approach that combines high-end positioning, educational storytelling, and carefully chosen partnerships to build trust. For that, Social media and the company website are important channels. The strategy for communication and brand guidelines work together to give Avogen a strong and legally compliant foundation for launching its product.