Effective Branding: Starbucks Essay

When thinking of a brand that I am hardcore to the first brand that comes to mind is Starbucks. The Starbucks organization has done an amazing hypothecate of branding itself as the premiere umber retailer intercontinental. The Starbucks logotype is widely recognized and is distinguishable evening to non- coffee tree drinkers. The political party has the advantage of commanding reward prices for their products that consumers are happy to pay on a daily, or even more frequent, basis. The ability to charge these premium prices resulted in 13.3 billion dollars in revenue in 2012 (The Wall Street Journal, 2013).BrandingOftentimes a successful marketing brand strategy involves consumer education (Grewal and Levy, 2012, p. 303). Starbucks did a capacious suppose of educating Americans on the coffee culture and the difference between the everywhereleap coffee made in our kitchens and lattes or Americanos. Starbucks leveraged the consumers need to feel like a connoisseur and intr oduced them to different coffee products from around the globe (Stealing Share, 2013).Starbucks also did a very good job of making the product very visible. Starbucks stores started popping up all over Seattle first the rest of the country was not far behind. Currently the accompany has 17,003 stores worldwide, with 10,787 of those stores in the United States (Statistics Brain, 2013). You cannot walk down the street in a major U.S. city with kayoed seeing a Starbucks store or a used Starbucks cup in a waste receptacle. This brand deferred payment happened very quickly and Starbucks didnt have a whole masses of competition in these early days.The consumer coffee experience that Starbucks helped create could at long last lead to a need for a company brand redesign. Because coffee connoisseurs are now very knowledgeable ab go forth coffee products they sway continuous evolution. Starbucks has expanded their product line to include in-home coffee brew products and stores located in supermarkets. This could lead to the consumer not valuing the Starbucks experience and turning to a lower cost competitor (Stealing Share, 2013).PackagingThe most valuable asset that Starbucks has that relates to its advancement is the widely recognized Starbucks logo. The logo has evolved over the years, and was recently changed in 2011 (Corporate Eye, 2011). The logo that was used prior to 2011 included the words Starbucks Coffee. The redesign removes the company name entirely, and prominently features the picture that was in the center of the previous logo. Starbucks understands that their logo and brand are now recognizable without the company name standardized to companies like Nike and Apple. The Starbucks cup is recognizable due to the Starbucks logo, but it also stands out for other reasons. The company was one of the first in the food and deglutition industry to use recycled product in their packaging. This started with napkins and beverage sleeves, and continued with t he real(a) cups that beverages were served in. Starbucks was one of the first companies to receive FDA approval to serve beverages in recycled base (Food Production Daily, 2004).Comparison to CompetitorsWhile there a number of little specialty coffee retailers in the U.S., Starbucks most prominent competitors are Dunkin Donuts and McDonalds. These competitors started out as restaurants but quickly noticed the opportunities that the specialty coffee bloodline presented. McDonalds is arguably the most recognized brand in the world and has worldwide brand recognition. The problem that McDonalds will have is educating its customers to the fact that they sell coffee. Also, McDonalds and Dunkin Donuts are both seen as budget-friendly companies, and this could also be a turnoff to customers seek specialty coffee.ReferencesGrewal, D., & Levy, M. (2012). Marketing (3rd ed.). New York, NY McGraw-Hill/Irwin. Food Production Daily. (2004). Starbucks corporation joins recycled packaging rev iolution. Retrieved from http//www.foodproductiondaily.com/Packaging/Starbucks-joins-recycled-packaging-revolution Statistics Brain. (2013). Company statistics Starbucks. Retrieved from http//www.statisticbrain.com/starbucks-company-statistics/ Stealing Share. (2013). Lessons we can learn from starbucks. Retrieved from http//www.stealingshare.com/pages/Lessons We Can follow From Starbucks Failures.htm The Wall Street Journal. (2013). Starbucks Corporation.