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BRAND PERSONALITY

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by

Emily Bartlow

on 19 February 2015

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Transcript of BRAND PERSONALITY

Core Users

Men and Women aged 25 to 40

49% of total business





The Appeal
Primary
Atmosphere

Signature Music - Multicultural Personality
Chosen for Artistry and Appeal
Interesting & Inviting
Matches Warmth of Interior Design

Core Opposition
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
BRAND PERSONALITY
THE ROLE OF COLORS
Brand Personality
Jennifer Aaker (1997)
5 dimensions of brand personality

Described Starbucks as "
sincerity
" and "
excitement
"

sincerity:
down-to-earth, wholesome, honest, cheerful

excitement:
daring, spirited, imaginative, up-to-date

BRAND PERSONALITY
Green

Secure, Natural, Easygoing, Relaxing
White
Goodness, Purity, Refined, Sophistication
Design
Cozy & Warm
Elegant
Music
"The Third Place"
"Great coffee in a company
that cares about the world."
~ Howard Shultz
Aroma
Roasted Coffee Greets Senses
Primary Target
Secondary

Tertiary
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"

USA Today
Feb 12, 2014
~ Bruce Horovitz
Scholarly Journal:
Canadian Business


Budget
Global Corporation vs. Local Business
Lacks Authenticity
Too Mainstream
Too Standardized
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’”
Bibliography
Slide 2:
Slide 3:
Slide 4:
Slide 5-7:

http://www.slideshare.net/puneetarora369/starbucks-final-ppt
http://www.brandingpersonality.com/how-starbucks-built-an-engagin-brand-on-social-media/
http://news.starbucks.com/news/starbucks-highlights-music-and-community-with-return-of-noches-culturales-s

http://www.slideshare.net/puneetarora369/starbucks-final-ppt

http://www.fastcompany.com/1777409/how-starbucks-transformed-coffee-commodity-4-splurge

http://www.streetdirectory.com/food_editorials/beverages/coffee/what_makes_the_starbucks_coffee_experience_special.html

http://enjoystarbucks.blogspot.com/


https://warrington.ufl.edu/centers/retailcenter/docs/TeachRetail_CaseNoteExample.pdf



http://smallbusiness.chron.com/starbucks-target-audience-10553.html

http://www.academia.edu/3836383/Starbucks

http://cacholajennifermar100.blogspot.com/2012/12/chapter-8-segmenting-and-tarketing.html
Slide 8:
http://www.academia.edu/3836383/Starbucks
http://vcj.sagepub.com/content/13/3/303.full.pdf+html
Slide 9-10:
ttp://www.theaesthetic.com/NewFiles/online_starbucks.html

http://smallbusiness.chron.com/starbucks-target-audience-10553.html

Slide 11:





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

http://web.b.ebscohost.com/bsi/detail/detail?vid=6&sid=9349470e-2d64-4e24-8616-be4f7ac4ba0b%40sessionmgr112&hid=102&bdata=JnNpdGU9YnNpLWxpdmU%3d#db=buh&AN=90575429
Carolyn Eckendorf, Wannida Leutboushou, Tyler Musa, Cara Wilson, Daniel Criswell, & Emily Bartlow
Product Placement
Full transcript