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Brand Analysis: Starbucks Introduction There are brands that everyone knows about when you say the name during a discussion. When the name comes up, then if you have tried them at some point, then you have had an experience, for good or bad, with that brand.
Brand Promise The promise that Starbucks makes is that the customer will get perfect coffee every single time, just the way the customer wants it. Starbucks maintains its own coffee bean farms to make sure the beans will be exactly as required for the coffee products that Starbucks makes for its customers. This means that coffee made around the world in different Starbuck stores, also caters to the local population and culture and, therefore, builds its coffee drinks to suit the customers, but still not deviate from Starbucks core values. As an example, Starbucks put out a notice about the new espresso promise in Dubai, U.A.E. that each cup of coffee will be perfect. Additionally, Starbucks also launched the Starbucks® Blonde Roast which is comprised of the world’s best Arabica beans to provide a lighter coffee that still provides the best of Starbucks’ coffees but with a more mellow taste (Starbucks Newsroom, 2012). Brand Personality The Starbucks brand personality is one projecting a place where you can purchase your coffee and then sit down in the store, relax, chat with friends, while drinking your coffee and maybe have breakfast or lunch at the same time. All Starbucks stores promise to provide clean, and restful stores with plenty of sitting room, should customers need it. ...
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