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Analysis: Starbucks Corporate Branding Essay

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What is a brand? What sets a company apart from its competitors is how unique they make their brand (Rockwell, 2010). In today’s market, even some celebrities have made their own names a brand. According to the American Marketing Association (AMA), a name, sign, term, symbol, design or a mixture of them makes up a brand that the public recognizes the goods and services offered as well as to be unique from other competitors.
A good image is developed through professional brand management that involves maintenance, improvement and stellar customer services. As a result of professional brand management, higher sales can be achieved for that particular product as well as for other products associated with the brand (Businessdictionary.com, 2014). Hence, it is important to have a good brand management strategy as consumers, suppliers or business clients are assured by the commitments toward improving the brand and its products (Rockwell, 2010).
Besides that, a brand is memorable to people only if their experiences and perceptions of the brand are positive. It is vital that a company understands its customers’ and prospects’ wants and needs by doing research, define and build their brand in order to succeed and stand out from its competitors. This is to ensure that the brand is reliable, trustworthy and is able to motivate potential customers to be a loyal consumer by delivering the message clearly. (Lake, 2014).
Therefore, the brand that is chosen to be analyzed in several aspects of the brand management is Starbucks. The reason Starbucks was chosen is because it is clearly one of the world’s top coffee seller with 19,767 stores in 62 countries; it also garnered $13.29 billion in 2012 (StatisticBrain.com, 2013).

Brief History
B...


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...ee, selling Starbucks’ own Tazo Tea company premium teas, giving people the option to purchase Starbucks coffee through online, supply whole bean and ground coffee to supermarkets and collaborating with Dreyer’s to produce premium coffee ice creams.



Works Cited

http://www.catalogs.com/info/food/the-history-of-starbucks.html
http://www.starbucks.com/ about-us/our-heritage
http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm
http://www.inc.com/guides/2010/08/how-to-manage-your-companys-brand.html
http://www.businessdictionary.com/definition/brand-management.html#ixzz2u9NjHVGM
http://www.starbucksmelody.com/2013/05/04/what-organizational-characteristics-make-starbucks-so-innovative/
http://www.businessinsider.com/15-facts-about-starbucks-that-will-blow-your-mind-2011-3?IR=T
http://www.franchisedirect.com/coffeefranchises/starbucksacoffeefranchise/74/18


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