A branded app is a mobile application created by a company to promote its brand. Branded apps typically reflect the brand’s identity and feature its values, colours, logo, visual identity and style, slogan, and more.

Branded apps exist in different forms: 

• A simple mobile application featuring content from the brand’s website. For example, a newspaper might offer a branded app featuring information, articles and content from its website in a mobile-friendly format.
• A game. For example, to promote the launch of its new model, Audi created a branded app featuring a “driving challenge” game.
• An additional and/or related service. For example, McDonald’s created a branded app which allows customers to place orders from their smartphones, and then retrieve their orders at a McDonald’s location at a given time.

Today, companies are increasingly turning to branded apps to increase conversions and improve the user experience (UX) with the brand. Branded apps offer an effective solution for creating continuous contact with prospects and customers and keeping them in the brand’s environment, all while avoiding bombarding them with ads, which can clearly hurt the user experience.

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