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Brand equity study of Starbucks

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Lindsay Halls

on 20 November 2014

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Transcript of Brand equity study of Starbucks

Brand equity study of Starbucks
Starbucks was founded in 1971
They have over 17,000 stores in over 50 countries
8,870 company owned and 8,139 licensed stores
In 1998 Starbucks successfully entered the european market
Company Overview
Starbucks mission: To inspire and nurture the human spirit - One person, One cup and One neighborhood at at time
Brand mantra: Rich, Rewarding coffee experience
Over the years the logo has evolved to improve simplicity as brand awareness has increased
'Starbucks are not just selling coffee, they are selling a lifestyle' (Starbucks.co.uk, 2014)

Brand experience/Brand personality - Store design

User profile: high income professionals with a taste for good quality coffee (Forbes.com, 2014)

Environmentally friendly
Behavioral loyalty - loyalty card

Attitudinal attachment - ‘Decent coffee and nice enough staff – you know exactly what you’re going to get with a Starbucks.’ Olivia Davies 22/08/2013 (www.reviewcentre.com)

Logo design

'Twin tailed mermaid, a siren from greek
mythology' beckoning people to the store
and associating with the Starbucks name.
The logo is on most of their products.

Brand Name
Starbucks is named after chief mate on the whaling ship Perquod, from the book Moby Dick, the logo design ties in with this.

Starbucks.co.uk: Primary characteristic: To be passionate purveyors of high quality coffee

Secondary characteristics: Multiple services: Free wifi, music for atmosphere, comfortable seating

Efficiency: Representation in many countries (mintel.com,2013)

Reuters.com: Strong UK turnover

Price: Premium price: The cost of a drink at Starbucks is usually higher than that of competitors (nytimes.com, 2014)
Warmth – stores design and experience

Security – Awards for their product, such as “No. 1 Best Coffee,” in Zagat’s Survey of National Chain Restaurants – 2009‐2011(Starbucks.com, 2014)

Excitement – New seasonal products, such as the Eggnog latte which is available this winter (countdowntoredcups.com, 2014)

Social approval – Market share




Sense of community

Active Engagement
Thanks for listening
Brown, A. (2014). Starbucks Earnings Preview : Strong Sales to Continue. Available: http://www.forbes.com/sites/greatspeculations/2014/04/23/starbucks-earnings-preview-strong-sales-to-continue/. Last accessed 10th Nov 2014.

Appelbaum, B. (2014). How Disney Turned ‘Frozen’ Into a Cash Cow. Available: http://www.nytimes.com/2014/11/23/magazine/how-disney-turned-frozen-into-a-cash-cow.html?_r=2. Last accessed 10th Nov 2014.

Starbucks. (2014). Starbucks Seasonal Beverages List. Available: http://www.countdowntoredcups.com/menu/. Last accessed 12th Nov 2014.

Starbucks. (2014). Starbucks Company Recognition. Available: http://www.starbucks.com/assets/5e71c94483a44a5db41abf79581fbf22.pdf. Last accessed 12th Nov 2014.

Bergin, T. (2014). Starbucks suffers first UK sales drop after tax criticism. Available: http://uk.reuters.com/article/2014/04/24/uk-starbuckstaxbritain-idUKBREA3N0X020140424. Last accessed 12th Nov 2014.

Childe, H. (2013). Coffee Shops - UK - October 2013. Available: http://academic.mintel.com/display/638274/. Last accessed 14th Nov 2014.

Starbucks. (2014). A Place to Connect. Available: http://www.starbucks.co.uk/coffeehouse/store-design. Last accessed 14th Nov 2014.

N/A. (2012). Characteristics of Starbucks. Available: http://media-cache-ak0.pinimg.com/736x/28/ca/81/28ca815d2344600ccbe50c8db2829300.jpg. Last accessed 14th Nov 2014.

Sophie Ballard Lindsay Halls
Xuyang Liu
Full transcript