The Social Brand Inventory On Starbucks Corporation Essay

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Social Brand Inventory I chose to complete the social brand inventory on Starbucks Corporation. Starbucks’s logo and only symbol is an image of a siren, a two-tailed mermaid. Starbucks does not have one positioning statement, but varying slogans by product or marketing campaign. Six popular slogans include “It’s not just coffee. It’s Starbucks”, “Life happens over coffee”; “Coffee is Culinary”, “Let’s Merry”, “Starbucks DoubleShot. Bring on the day”, and “Starbucks Frappuccino. Work can wait.” Competitive Social Media Analysis Starbucks direct competitors include Dunkin’ Donuts, Krispy Kreme, Caribou Coffee, and Tim Hortons. Starbucks indirectly competes with McDonalds, grocery stores, and Keurig. Dunkin’ Donuts, its major competitor, utilizes Facebook, Twitter, Google+, YouTube, Pinterest and Instagram. Dunkin’ Donuts’ social presence is engaging due to consumer generated contest and campaigns such as the #mydunkin. Dunkin’ Donuts’ #mydunkin campaign directed Twitter followers and Facebook fans to submit original content on how Dunkin’ Donuts keeps them running. Dunkin’ Donuts Twitter and Instagram page is full of high quality pictures of donuts and coffee. The Dunkin’ Donuts Facebook page, like all of the company’s social media sites, reveal a fun tone with everyday consumers selected as the fan of the week. The company’s social media sites all provide limited information, but provide direct links to the company’s website. The social sites have frequent postings with

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