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Group Warm-up

This presentation explores the vital components of branding through the lens of Starbucks, a renowned global coffee brand. By fostering a welcoming atmosphere, offering the finest products, and ensuring a passionate workforce, Starbucks shapes public perception and builds trust with customers. We examine how consistent branding serves as a risk reducer, conveying core values and identity while differentiating the company in a competitive market. Additionally, we reflect on the importance of these attributes and their role in maintaining brand integrity, particularly during product launches.

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Group Warm-up

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Presentation Transcript

  1. Group Warm-up • Select a brand that you are all familiar with and draw “it” in the middle of your poster paper.

  2. Branding

  3. Vision for Employees (staff = brand builders) Values, Identity, Vision Shape Public’s Perception (images, feelings, impressions) Internal Promise a BRAND is... Risk Reducer (build trust) Consistency External Short-hand (delivers chunks of information) Experience Positioning (functional & emotional)

  4. Information?

  5. Core Attributes of Starbucks Experience (1) Welcoming feeling (2) Finest Coffee (3) Look & smell of stores (4) Passion of employees

  6. 15th Avenue Coffee & Tea Roy Street Coffee & Tea

  7. Vision for employees Values, Identity, Vision Public’s Emotional Content (images, feelings, impressions) Promise Risk Reducer (for customers) Consistency Short-hand (delivers a lot of information) Information Differentiation (positioning)

  8. Values, Identity, Promises? & Consistency? $1 Billion Sales

  9. Is the BRAND Compromised? June-2008 Issue of Vanity Fair &

  10. Warm-upSprint Advertising a New Product • How is Sprint trying to position themselves? • What perception do they want you to have? • Is this an effective advertisement for the launch of a new product (explain)? The Ad

  11. Economic Value Differenciated Stage Experiences Competitive Position Deliver Services Make Goods Extract Commodities Undifferenciated Market Premium Pricing

  12. Exit Slip • Explain which of the core attributes you believe is the most important to Starbucks and should not be compromised.

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