MKG631 Strategic Marketing
This paper takes a closer look on the brand Starbucks, a world-wide known brand in the coffee industry. The Starbucks brand, which also stands for a certain lifestyle, will be analyzed and broken into three different parts. The first part of the paper will create a brand personality profile for the brand Starbucks. The second part will focus on the brand mantra of the product. The last part will analyze the brand equity.
Starbucks is a company started in 1971 in Seattle, Washington by Jerry Baldwin, Zev Siegel and Gordon Bowker. They named it “Starbucks Coffee, Tea and Spice”. Their main product was to offer exceptional coffee ...view middle of the document...
At least Starbucks is creating a neighborhood, making every store into a community.
To understand more about the brand Starbucks and the way people see it as a lifestyle, it is important to first find out how consumers perceive the brand and how the brand differentiates itself from the competition. Before jumping into the five dimensions of brand personality we have to ask ourselves some questions:
* What is my first thought when I hear the brand Starbucks?
* What are my experiences with the brand Starbucks?
* What are my feelings while drinking a Starbucks coffee?
* What does Starbucks mean other than drinking coffee?
The first thing which comes in mind is of course Starbucks coffee, represented in almost all big cities all over the world, a common place for a meeting point, sometimes great place just sit down and homework or have a chat with somebody while drinking a coffee. But if I think more about it Starbucks is not just about coffee of course it has high variations of coffee mixes but it also sells food and merchandising. The experiences with Starbucks are always long lines at more popular stores, high popularity and fast service. Starbucks became a way of lifestyle; people go there to get a coffee not because the coffee is good but because they want to have this feeling walking around with a Starbucks.
To analyze more the brand personality, which is defined as a set of human characteristics associated with the brand, this paper will first look at the five dimensions of brand personality and rate Starbucks in each dimension.
The first dimension Sincerity is also describes with a set of traits such as domestic, honest, genuine and cheerful. For me I believe Starbucks a very down-to-earth brand, honest, wholesome and cheerful place or brand. It is a standard place, not overdoing it, fair prices and always a good atmosphere to be in. Therefore I would rate Sincerity high for Starbucks.
The second dimension Excitement is also described with a set of traits such as daring, spirited, imaginative and up-to-date. Starbucks coffee uses a simple design there are no funky graphics or forward thinking designs, on the other hand Starbucks is always up-to-date coming up with new products every season. Therefore I would rate Excitement for Starbucks medium to high.
The third dimension is the Competence dimension. Reliable, responsible, dependable and efficient are traits associated with this dimension. For me Starbucks is a very reliable brand, if you want a coffee you will always get a coffee at Starbucks. They are also very responsible for their products also they hold a reliability, intelligence and success factor. Therefore I would rate Competence for Starbucks very high.
The fourth dimension is Sophistication, which is described with upper class and charming. For me I believe Starbucks is a coffee for the upper class as there hasn’t appeared a luxury coffee chain yet. Starbucks locations are in a way charming with...