Starbucks Brand
Starbucks Corporation:
Managing a High Growth Brand
1
One of the main keys for success for Starbucks in building the brand is their focus on quality, starting by the quality of the whole bean, the freshly roasted gourmet beans, its packaging, transportation, until its brewing. This has served as a main differentiator between Starbucks and other brands. Starbucks has succeeded to position itself as a unique quality coffee provider.
Starbucks also managed to build its brand with the perception of a “complete customer experience” by creating a look in their stores that emphasized on comfort in terms of design, colors, furniture, music and even service. The introduction of the coffee shop concept made it a “personal treat” for the customers and a “Third Place” after home and office. In addition to diversifying their offering to include brewing machines for the customer to get the same quality coffee brewed in its shops.
Partnerships has also contributed to building Starbucks brand, those partnerships with reputable corporations like United Airlines, Pepsi, Kraft, Dryer’s and Capitol Record helped Starbucks to create a positive brand image in the market as it successfully managed to utilize the brand name of these well-known companies for promoting for itself as a brand. Those partnerships showed how Starbucks also cares for innovation by offering new products that would grab different customers’ attention.
Starbucks had all the keys for success in building the brand, and one of the main key factors for this success is preserving its core brand values. Core values are the essence of any brand building and thus increasing customer trust and credibility. Starbucks aimed at investing in both employees and customers. Having a very strong team that feel like owners, with the appropriate training and understanding to the business will surely contribute to the overall customer satisfaction. Starbucks ensured flexibility while dealing with client’s demands,
Managing a High Growth Brand
1
One of the main keys for success for Starbucks in building the brand is their focus on quality, starting by the quality of the whole bean, the freshly roasted gourmet beans, its packaging, transportation, until its brewing. This has served as a main differentiator between Starbucks and other brands. Starbucks has succeeded to position itself as a unique quality coffee provider.
Starbucks also managed to build its brand with the perception of a “complete customer experience” by creating a look in their stores that emphasized on comfort in terms of design, colors, furniture, music and even service. The introduction of the coffee shop concept made it a “personal treat” for the customers and a “Third Place” after home and office. In addition to diversifying their offering to include brewing machines for the customer to get the same quality coffee brewed in its shops.
Partnerships has also contributed to building Starbucks brand, those partnerships with reputable corporations like United Airlines, Pepsi, Kraft, Dryer’s and Capitol Record helped Starbucks to create a positive brand image in the market as it successfully managed to utilize the brand name of these well-known companies for promoting for itself as a brand. Those partnerships showed how Starbucks also cares for innovation by offering new products that would grab different customers’ attention.
Starbucks had all the keys for success in building the brand, and one of the main key factors for this success is preserving its core brand values. Core values are the essence of any brand building and thus increasing customer trust and credibility. Starbucks aimed at investing in both employees and customers. Having a very strong team that feel like owners, with the appropriate training and understanding to the business will surely contribute to the overall customer satisfaction. Starbucks ensured flexibility while dealing with client’s demands,