To What Extent Do Consumers/ Target Audience Recall/ Recognize Starbuck?

Brand awareness- recall / recognition

To what extent do consumers/ target audience recall/ recognize Starbuck? –

-Depth – likelihood that consumers can recognize or recall the brand

Breath –variety of purchase and consumption situations in which the brands comes to mind

What kind of image does Starbuck hold?

Starbuck’s logo reinforce the key brand association and the color coordination in are used in many ways.

“ Consumer’s own brands, and your brand is what consumers will permit you to have” (Keller, 2013 p.548).  

Brand Salience

-leading coffeehouse both locally and internationally

-67 out of the 100 best global brand (interbrand)

Starbucks position itself as a premium coffeehouse serving high quality of coffee along with other products, operating in 71 countries with more than 23,921 retail stores around the globe (Starbucks, 2016). Brand Salience is the fundamental first step that all brands need to take in order to build strong brand equity (Keller, 2013). This step evolves around identifying the brand and satisfying consumer’s needs. One of Starbuck’s key strategy is placing customer at the centre of their business which enable the company, their products and services satisfy customer’s need (Solomon et al., 2013). Starbucks tailors ranges of products adding value for consumers as it is easier to consumers when it comes to making decision (Boscor, 2011). This is Starbucks way of increasing breath and depth of brand awareness as consumers are more likely to relate their ‘Starbucks experience’ with the brand and its logo. Its identity streams mainly from its logo, the Siren, which is one of the most recognizable brand. Starbucks’ brand identity enables the company to create a strong association and salience with its customers (Keller, 2013). Brand awareness is consumer’s ability to recall the brand under various circumstances (Solomon et al., 2013).

Starbuck’s brand awareness is considerably high as according to Marzilli (2014), the surveys conducted in UK and US shows that 90-95 % of the participants reported to recall and recognize Starbuck company. Furthermore, the green and white Siren logo is believed to be strong enough to a point where it is able to stand by alone without the name of the company (Klara, 2014).

Another strategy that Starbucks uses is providing customers with information necessarily for them to make decision such as ingredient and allowing them to taste prior to purchasing the products aiming to increase brand knowledge which have profound impact on consumer’s awareness of the brand, what it offers and what are the benefits the brand would bring to consumers (Keller, 2013).

Understanding consumer’s need is the key to strong brand equity as the firms will be able to foresee consumer’s need and act accordingly to exceed people’s expectation (Boscor, 2011). Schultz, founder of Starbucks, states that “We aren’t in the coffee business, serving people. We are in the people business, serving coffee” (Serwer, 2004 p.1). Starbucks is able to tap into consumers’ mind as it knows that coffee-drinkers not seek only for high quality coffee but they also seek for places where they feel more comfortable and engage socially (Boscor, 2011).