Improving Brand Loyalty through Brand Image of Starbucks Company - Dissertation Example

to continue branching out. For example, the company joins the recycling revolution and the Green Power Market Development Group. This is in order to take advantage of reusable energy and resources. The company also joined Compaq and MicroSoft to createa breakthrough wireless customer experience. Starbucks and Yahoo! are also pairing up to cross-market each others’ services such as providing advice on dating, a gift certificate to those who subscribe to Yahoo! personals, and Yahoo! lists the nearest Starbucks location.

By placing itself everywhere and developing customer loyalty by providing what they want and need (in many areas). Having customers who are loyal to a certain brand is the key to a company’s success. When a company can obtain customers who are loyal to its brand, this is extremely advantageous as the customers are the ones who will do the advertising and the selling. The company does not have to work as hard.The advantages of positioning Starbucks as a lifestyle product and joining forces with other companies were many.

Gaining a competitive advantage by not just selling a product but selling a community; a place where people could have a sense of belonging. By touching people’s emotions, they were able to hit right at the heart, where people are moved, and decisions are easily made based on emotions and what touches them. Their customers were made to feel special and a part of an elite group surrounded by others like them as those who purchased the coffees, other products (such as holiday items), and music could share the same social lifestyle—one that is upscale yet affordable (compared to real luxury brands that only the wealthy can partake.) It is more than just a mere cup of coffee that they were getting.

It is a lifestyle, a community, a way of life.Starbucks sets for world domination (2006)