Brand

Management
Assessment II

Of Presented By:
Nikhil Joseph Alex,
A. Suneel Kumar,
Sainath Sharma,
Tanuj
Nishanth Singh,
Binay Sharma,
 Rating
Rating
1. The brand excels at delivering the benefits 9/10
9/10

customers truly desire.

 Starbucks doesn’t just sell their customers coffee and espresso beverages; they are an
intricate part of lifestyle and even a home away from home.

 They evaluate their customers’ needs and offer products, services, and locations, that fulfill
them.

 In addition to this, their loyalty program keeps customers engaged and returning to stores
for their caffeine fix.

 Starbucks innovates their brand and products by offering new beverages and a top-notch
experience to clientele.
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9/10
9/10
2. The brand stays relevant Rating: 9/10

 Starbucks has kept a relevant consistent brand and message – staying

true to their story and offering more than just coffee, but instead the
“full coffeehouse experience”.

 They continue to innovate by offering new products in addition to

their loved, known favorites.

 They want to be part of their customers’ routines, social and work

lives, and communities, and are constantly innovating to stay at the
forefront of the coffee experience.

 They keep their look consistent and are well recognized across the
world. People are always going to want coffee – and Starbucks
ensures they will always want their coffee.
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3. The pricing strategy is based on consumer’s perceptions 8/10
8/10
of value
Rating: 8/10

While many consider Starbucks’ pricing to be high, they still purchase their products because
they trust the brand, quality, and consistency.

Many competitors, like Dunkin’ Donuts, offer lower prices, but Starbucks still dominates the
market due to product quality and essentially being a status symbol.

Customers are aware of their pricing, but they continue to come back for the experience, the
product, and the status symbol.
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4. The brand is properly positioned 9/10
9/10

Starbucks is positioned well against competitors. Aspects that make them stand out are: their
countless locations, their perception of being a status symbol, and their brand and product
consistency.

They offer exceptional customer service and loyalty. Competitors may have lower prices, but
Starbucks still prevails.
POP & POD OF STARBUCKS:
POP- POD-
 Great-tasting Coffee • Quality: Extracting standards of
 Reliability quality and flavor
 • Variety: varied and exotic coffee
Speed
drinks
 Convenience
• Customization: over hundred
 Cleanliness different coffee drinks
 community • Experience: Rich and sensory
aroma and ambience.
• Image: Friendly service
• Freshness: Top-notch coffee
beans.
• Rules: “Aroma first rule”
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5. The brand is consistent ​   9/10
9/10

 The Starbucks’ brand has been consistent in messaging, branding, and in their
product.

 Customers know that regardless of what location they visit, they will have a good
experience and a tasty beverage.

 There aren’t surprises with the Starbucks brand.

 Customers will notice signs throughout the store that say: “Love your beverage or
let us know. We’ll always make it right.”
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6. The brand portfolio and hierarchy makes Rating
8/10
8/10

sense
 Starbucks markets their various beverages and retail items, of various price points,
appropriately.

 They know that not everyone can afford a 5-dollar latte or wants one daily – some just
want a basic cup of coffee, tea, or shot of espresso.

 Starbucks understands that some of their customers prefer to make their beverages at
home, but need the equipment and supplies to do so.

 Their message is consistent across the various products they market, and they do a good
job of realizing who their target audience is for each.
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7. The brand makes use of and coordinates a full 7/10
7/10

repertoire of marketing activities to build equity.

Brand
Brand
Starbucks markets in television, print, social Loyalty
Loyalty
Customer
Customer
Brand
Brand
media, and other platforms. Perceptio
Perceptio
n
n
Associa
Associa
tion
tion

However, their products do not require them

Brand
Brand Brand
Brand
to market excessively, as they can build off of Awaren
Awaren
ess
ess
Equity
Equity

their brand loyalty and recognition.

Brand
Brand
They primarily rely on word-of-mouth Identit
Identit
y
y
advertising and customer loyalty. Brand
Image
Image
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8. The brand managers understand what the brand 8/10
8/10

means to customers
The brand managers understand that Starbucks isn’t just a place to get coffee.

It is a meeting spot or a place to get work done while enjoying an exceptional product.

They capitalize on their product being part of a lifestyle.

Customers feel very strongly about the brand and this helps the brand managers better
serve them.
9. The brand is given proper support, and that support is
sustained over the long run. Rating
Rating
9/10
9/10

Starbucks is given the support and equity needed to be successful and maintain their
prestigious place in the market.

While I haven’t found concrete evidence of this, it is clear based on their prominence.
10. The company monitors sources of brand equity
Rating
Rating
8/10
8/10

Starbucks is constantly monitoring brand equity.

They value being a great brand and want to best serve

their customer.

 They monitor their presence against other companies

and continue to innovate.
Conclusion:
 Starbucks is a successful, stable brand – We anticipate them staying at the forefront of the
coffee industry for many years to come.

 They value their customers, create a welcoming atmosphere, and work to fulfill their
promise to minimizing their environmental footprint.

 We believe that they have the opportunity to improve their brand in locations that aren’t
solely run by Starbucks, such as those on university campuses or within Target stores.

 People will always want coffee, as part of their daily routine and as a way to socialize, so
Starbucks should continue to cultivate this desire over the years to come.