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Transcript of BRAND PERSONALITY
Men and Women aged 25 to 40
49% of total business
Signature Music - Multicultural Personality
Chosen for Artistry and Appeal
Interesting & Inviting
Matches Warmth of Interior Design
Consumers against capitalism
Ages 40 +
The crowd not perceived as “hip”
Oppose mainstream status symbol via logo/cup
Lower incomer - McCafé more appealing competitor
Reasons Behind Opposition
THE DNA OF STARBUCKS
Secondary Target Market
Men and Women aged 18 to 24
Estimated 40% of sales come
Tertiary Target Market
Kids and Teens aged 13 to 17
Account for 2% of sales
purchased by parents
THE ROLE OF COLORS
Jennifer Aaker (1997)
5 dimensions of brand personality
Described Starbucks as "
" and "
down-to-earth, wholesome, honest, cheerful
daring, spirited, imaginative, up-to-date
Secure, Natural, Easygoing, Relaxing
Goodness, Purity, Refined, Sophistication
Cozy & Warm
"The Third Place"
"Great coffee in a company
that cares about the world."
~ Howard Shultz
Roasted Coffee Greets Senses
High Income and Professional Careers
Positioning - Urban areas
Customizable & Convenient
"Positions itself as a place college students can hang out, study, write papers, and meet people."
Technology and Innovative Ideas
Aspiration of Primary Users
"There are a few brands on the
planet that people love to hate
as much as Starbucks.
Nor, for that matter, are there many
brands that folks so much love to love...
There are millions who cringe at its
sheer audacity to charge up to
5 bucks for a cup of fancy coffee
- where folks wait in long lines for it.
Then, there's that all-powerful world
of social media, where it's always
in vogue to Starbucks-bash"
Feb 12, 2014
~ Bruce Horovitz
Global Corporation vs. Local Business
Lack of Personality
Contrived "local coffee shop feel"
Organizational & Political Affiliation
Starbucks criticized about gun rights stance
“slammed on twitter”
“Starbucks ‘isn’t just a company’”
Scholarly Journal. Starbucks to guns: “No thanks.” Canadian Business. 9/19/2013, p1-1. 1p. 1 Color Photograph. MacDonald, Chris.
Hollenbeck, Candice and Zinkhan, George. “Consumer Activism on the Internet: The Role of Anti-brand Communities”, Advances in Consumer Research, 2006
Carolyn Eckendorf, Wannida Leutboushou, Tyler Musa, Cara Wilson, Daniel Criswell, & Emily Bartlow