StudentShare solutions
Triangle menu

Brand Management - Coursework Example

Extract of sample
Brand Management

Overall branding is viewed as a differentiated strategy through which the customers can easily distinguish the features of a product from that of similar products offered by other marketers. It is also viewed as a tool used by the marketers to position the products with a reliable image of quality and values to make certain the growth of a recurring fondness by the consumer. That is why it is often said that products are something which is manufactured in the factories. Brands are something developed in the minds of the customers; and, hence, the customers do not buy the product; customers actually buy the brand. From the discussion it is quite evident that in order to gain a competitive position in the market it would be important for the marketers to develop a strong brand. However, developing a strong brand is not an isolated approach; rather it is a holistic one which includes a combination of marketing activities. The present study has been conducted in lieu to critically analyze various aspects related to a brand. The brand chosen happens to the largest coffee chain in the world, Starbucks. During the course of study various elements of the brand, the present branding strategy of the company, the marketing and communications strategy of the company as well as the key factors related to the brand equity of the brand has been analyzed by using various analytical and marketing tools and models. Back ground of the brand By Origin Starbucks is an American coffee chain which has now become the largest coffee chain in the world and the one of most popular global brands. The company began its journey in 1971. The headquarters of the company is located in Seattle, US. The company has 20,891 stores in sixty two countries. The product of the company includes Coffee, Tea, Smoothies and Frappuccino beverages. As on 2012 the company had 149,000 employees and the revenue of the firm happened to be US$ 13.29 billion. The chairperson, President and CEO of the company is Mr. Howard Schultz. . Brand Elements Brand elements are a set of elements that are utilized by a brand to develop a unique position in the minds of the consumers. Brand elements play an instrumental role in creating brand identity. Creation of a unique brand identity is quite important as it helps the marketer to define how brands plan to leverage the brand to reach the predefined corporate vision; to support to corporate values and achieve the corporate vision. Ultimately it helps the company to achieve brand loyalty and equity (Keller, 2012, p.399). One of the key brand elements of Starbucks has been the logo of the company; the first logo of the company was developed in the year 1971. The next was built in the year 1987. The next logo was built in the year 1992. The present logo is almost the same as the one built in the year 1992. The star of the logo represents the company that provides high quality offerings and has been living up to the expectations of the customers for quite a long time. Another key element of the brand would be the packaging of the products (Arvidsson, 2006, p. 201) The packaging of the cups are simple and yet attractive. One of the key features of is the cups are recyclable (Elliott and Percy, 2007, p. 291). Through such brand elements the Starbucks ...Show more

Summary

Brand Management Contents Contents 1 Introduction 3 Back ground of the brand 4 Brand Elements 4 Usage of customer based brand equity (CBBE) Model 7 9 Brand Strategy 9 Marketing Communications Integration 16 Sustaining the brand 20 Conclusions 21 Recommendations 22 References 23 Introduction The origin of the word “brand” has come from the original Norwegian word “brand” which means to burn…
Author : tremayne33
Brand Management essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the coursework on your topic
"Brand Management"
with a personal 20% discount.
Grab the best paper

Related Essays

Brand Management and Research
The mechanism acts twofold. First, consumer behaviour is to be understood and analysed before branding. Second, influential brands would affect the consumer culture itself. In the age of globalisation, the marketers have obtained cultural authority. By competition among the rivalling brands, the customer is finally supposed to attain personal sovereignty.
7 pages (1750 words) Coursework
Brand Positioning Statement
By acting as one line narratives of overall features of the product, they provide easy information to customers. Smart ways of description of the details of the product easily attract a passive view of the shopper, which may eventually turn out to be the sales of the product.
3 pages (750 words) Coursework
Tommy hilfiger casestudy
In order to adapt to the European tastes and preferences, the company hired a team of European designers and deployed them at the headquarters in Amsterdam. While the new designers were able to create pieces that catered to the market, the associated costs rode up.
6 pages (1500 words) Coursework
The critical analysis of case study: the effectiveness of the award winning campaign - Travelocity brand
Marketing communication is an essential part of the overall marketing mix. Ouwersloot and Duncan (2008) defined marketing communications as “a collective term for all the various types of planned messages used to build a brand-advertising, public relations, sales promotion, direct marketing, personal selling, packaging, events and sponsorship, customer service and product placement.” In the current business environment, elements such as publicity and interactive marketing are also playing a vital role in overall marketing communications (Belch and Belch, 2007).
12 pages (3000 words) Coursework
Samsung Electronics Brand
Among a large number of competitors certain companies and products are only able to create and sustain strong and powerful brands in the electronic market. Samsung is one of the successful brands in the electronics industry. The company has been building its brand image through product investments, consumer research and advertising and product promotions.
40 pages (10000 words) Coursework
Nissan: Corporate-level strategy analysis: Product diversification
The company ranks sixth across the globe amongst all the other automobile companies such as Ford, Volkswagen, Toyota, General Motors and Hyundai. The current corporate level strategy of the firm
6 pages (1500 words) Coursework
Media plan for carpooling in Qatar
Reaching the populace intends to enlighten them on the importance of carpooling rather than their traditional means. As a matter of advertisement, the initiative intends to
1 pages (250 words) Coursework
Strategic Analysis & Planning 2
Whilst BA currently sustains over 150 destinations, both short- and long-haul, the company continues to lose market share against other airlines. BA currently boasts 47 percent market share, however with new price competition, BA has a difficult time
12 pages (3000 words) Coursework
CULTURE DIFERNCESES: WHY DID American KRAFT COMANY EXPERIENCED CULTURAL ISSUES DURING CATBURY TAKEOVER
The company does not use, and does not need to use a localization strategy to sell its products. This created a change because Cadbury marketing used a “think global, act local approach,” or glocalization, which did not suit Kraft
1 pages (250 words) Coursework
Introduction to Brand Management (Cadbury Dairy Milk)
A company’s brand is the promise of its consumers as it tells consumers what to expect from the services or products, and it distinguishes a company’s offerings from its competitors. Brands are always derived from the missions and visions
3 pages (750 words) Coursework
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation