Brand Equity of Starbucks

2072 Words May 26th, 2013 9 Pages
Company Background
Howard Schultz is the Chairman, and Chief Global Strategist in Control of the Starbucks Company. In 1971, a small coffee shop which specialized in selling whole Arabica beans was opened in Seattle’s Pike Place Market by Gerald Baldwin, Gordon Bowker and Ziev Siegl. In 1982, Schultz joined the Starbucks marketing team and he was inspired by the Milan’s coffee culture to set up an espresso bar in the corner of its only downtown Seattle shop. At that time, he stated, “The idea was to create a chain of coffeehouses that would become America’s ‘third place’. At that time, most Americans had two places in their lives – home and work. But I believed that people needed another place, a place where they could go to
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In the process of brand identity, Starbucks is recognized for its coffee, service and atmosphere. The coffee grains of Starbucks origin from the Africa, Central and South America, and Asia-Pacific regions whereas the company refers service as “customer intimacy”. Howard Schultz once said, “We use quality to set the value of purchasing a product, building a personal relationship with each of our customers”. On the other hand, Starbucks provides comfort and familiarity atmosphere with background music. “People come for the coffee but the ambience is what makes them want to stay”, explained Christine Day, Starbucks’ senior vice president of administration in North America. Hence, when customers recall Starbucks brand, top quality and fresh-roasting of the coffee grain will be pictured in the customers’ mind. The brand is best phrased by “live coffee” mantra that emphasizes the importance of the company to keep the national coffee culture alive. Furthermore, customers view Starbucks as a global brand which is widely available that not only produces and serves coffee but also provides a unique experience on coffee drinking.

2. Brand meaning (what are you?)
Brand performance carries the meaning of product or service offered that has met customer needs. Starbucks is offering high quality coffee by providing coffee sourced from Africa, Central and South America, and

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