Starbucks brand
A brand is an overall experience that a customer gets from utilizing an organization’s service or goods, and that can distinguish the particular entity from its rivals playing within the same market (Humberstone, 2012). The brand is used in advertising, marketing, and business. Starbucks was categorized as having the highest sales within the premium coffee bracket in the world. In the fiscal year 2018, the company was able to make $ 4.52 billion. There is little doubt that the company has made a name for itself in the premium coffee industry. Often it’s rated as having a positive image in people minds from all over the world meaning it resonates with individuals. Using the Brand Equity Model the company can be analyzed within four-step-pyramid (Humberstone, 2012. These mostly cover some of the most pertinent areas that customers are concerned about when it comes to coffee drinking.
Starbucks has one of the most loyal patronages of any coffee house. Behavioral loyalty is encouraged through the coffee bean loyalty card. Compared with other non-beverage brands, the company has moderate brand resonance as a result of deep attitudinal attachments by the customers. The brand elicits feelings of comfort and coziness as most patrons feel welcomed, comfortable and belonging. Starbucks brand logo evokes feelings of strength through the logo colors. Since the coffee house was established around 50 years ago, the colors in their stores elicit feelings of homeliness and comfort (Behar, 2009). In terms of performance, the company has stayed committed to its quality. Its services are efficient and very useful. The employees are very friendly and give customers all the necessary assistance and attention. To add to this atmosphere, the coffee houses have free Wi-Fi access and are conveniently located in areas that are visible and also have relatively high traffic (Schultz, 2012). Starbucks offers a judgment as a next door kind of establishment that is both very stable and cozy. Within this is the expectations that their coffee and tea will always meet the expected standards. However, the brand does not offer any superior or unique selling points. In this regard, it does not come across as outstanding in the eyes of the consumer.
Starbucks is the most recognized brand in the world of premium coffee. Its logo catches the attention and interests of coffee consumers. Many have argued that the unique design of the logo has had an immense contribution to the success of the chain globally (Behar, 2009). The logo which is round in design has undergone extensive changes over the last couple of decades. Deep green and white colors with the name of the coffee house in the circle and a star on either of its side. Looking at the salience, imagery, feelings, performance, judgments, and resonance of the Starbucks brand we get a clear understanding of why the brand is trendy (Schultz, 2012). It also paints the picture of a brand which has very loyal customers.