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Brand equity study of Starbucks
Transcript of 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
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)
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)
'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.
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
Thanks for listening
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Sophie Ballard Lindsay Halls