Case Study On The Global Giant And Brand Starbucks

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A case study on the global giant and brand ‘Starbucks’ will be undertaken in order to understand how established brands respond to major challenges in their market, to their brand perception and how these responses materialise themselves visually. In order to do this we need to understand what a brand is but like any concept that “dominates markets and public consciousness, it is a challenge to define”(Millman, 2011). Stanley Hainsworth, former vice president of Starbucks defines a brand as an “entity that engenders an emotional connection with a consumer” That emotional connection he suggests is established when a brand “repeatedly provides something that the consumer wants, desires or needs”. In an attempt to develop a more accurate theory…show more content…
The consumption of coffee was not a new concept at this time, it’s use and drinking rituals had been around for centuries. However it was typically consumed in small independent coffee houses and the rituals associated with it were by no means established in America as it was in other parts of the world. What made Starbucks unique in America was its point of differentiation. At this time here wasn’t an established coffee consumer market in America it allowed Starbucks to present something to consumers that they didn’t yet know they needed. They also proved their relevance in the market by successfully capitalising on the characteristics of the time, creating a brand that echoed the values and behaviours of the modern America market. In comparison to other world markets America was the forerunner in the creation of a “consumption-based economy” (Ritzer, 2004). By the 1990s it was heavily saturated, based on wants rather than needs, the purchasing of luxury, convenience and the manufacturing of lifestyle and image, all of which were contributing factors in the rise of…show more content…
They generated and crafted a new aspect of their brand image placing more emphasis on their responsible position as a leader in the coffee industry. New content and visual expression of that content was incorporated into all areas of their advertising and brand platforms from print, to digital, in store experience, product design and customer interaction. They were cultivating new images that would become associated to the brand, strengthening its integrity and position. The new content they incorporated focused on humanising the brand of Starbucks, as they tried to move away from its image as a large and impersonal corporation. They promoted the role Starbucks cafes played in the local community and by doing so began reattaching Starbucks to place, combating its previous image as a generic and superimposed structure that wasn’t relevant to its context. In order to address accusations about their exploitive relationship to farmers they began cultivating content targeting ethical sourcing practices and the role Starbucks was playing in improving and caring about the lives of their farmers. To address mounting concerns about their environmental impact and to reinforce their new brand value of being responsible and caring they created supportive environmental initiatives and

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