Starbuck Brand Equity

Topics: Coffee, Brand, Starbucks Pages: 3 (613 words) Published: March 16, 2013
1) Design contributed to the five asset categories to build brand equity in the following ways:

Brand awareness
The mermaid and the dark green background are the most distinguished elements involved into the logo, especially the distinctive green color. Importantly its locations, consumers, brand image and a distribution network, selling a lifestyle (an intrinsic value)

Brand Personality
A new standard in the retail industry for UBIQUITY.
Its design is most successful in their product categories.
The impact of a name reinforces the importance of branding when we promote our business. The unique customer experience is at the heart of this remarkable company’s success.

Brand Loyalty

Perceived Quality / Value

Starbucks is well-known for providing premium products and superior services. It serves various consumers preferences and tastes not only coffee but also non-coffee products such as frappuccino@blended beverages (coffee-free) , chocolate beverages , refreshers beverages , smoothies and bakery etc (still emphasizes on core product; coffee). Besides, it aso offers customizes the beverages like quanity of espresso shot syrup flavors, milk, beverage temperature and sizes to each consumer preferences.

Consumers enjoy the experience they encounter at Starbucks both people and place; beyonding simply acquiring the products (Experiential brand). The store circumstances with simplicity design and nice music is more comfortable and upbeat meeting place. Starbucks believes “Employees as partners and the most important assets;making business growth toghter with them. It creates nice working environment, employees treat each others with respect and acknowledge in individual differences.

Brand Association

Starbucks provides atmosphere with consistent store design and contemporary music soundtrack . It also offers wide range of customized coffee, beverages and etc,modern facility, uniqueness globally...
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