When thinking of a brand that I am loyal to the first brand that comes to mind is Starbucks. The Starbucks organization has done an amazing job of branding itself as the premiere coffee retailer worldwide. The Starbucks logo is widely recognized and is distinguishable even to non-coffee drinkers. The company has the advantage of commanding premium prices for their products that consumers are happy to pay on a daily, or even more frequent, basis. The ability to charge these premium prices resulted in 13.3 billion dollars in revenue in 2012 (The Wall Street Journal, 2013). Branding
Oftentimes a successful marketing brand strategy involves consumer education (Grewal and Levy, 2012, p. 303). Starbucks did a great job of educating Americans on the coffee culture and the difference between the drip coffee made in our kitchens and latte’s or Americanos. Starbucks leveraged the consumer’s need to feel like a connoisseur and introduced them to different coffee products from around the globe (Stealing Share, 2013).
Starbucks also did a very good job of making the product very visible. Starbucks stores started popping up all over Seattle first; the rest of the country was not far behind. Currently the company has 17,003 stores worldwide, with 10,787 of those stores in the United States (Statistics Brain, 2013). You cannot walk down the street in a major U.S. city without seeing a Starbucks store or a used Starbucks cup in a waste receptacle. This brand recognition happened very quickly and Starbucks didn’t have a whole lot of competition in these early days.
The consumer coffee experience that Starbucks helped create could eventually lead to a need for a company brand redesign. Because coffee connoisseurs are now very knowledgeable about coffee products they expect continuous evolution. Starbucks has expanded their product line to include in-home coffee brewing products and stores located in supermarkets. This could...