Brand Management in Starbucks

Brand
Management

Table of Contents
INTRODUCTION................................................................................................................................3
Task 1....................................................................................................................................................3
1. Introduction.............................................................................................................................3
2. Main Body...............................................................................................................................4
3. CONCLUSION.......................................................................................................................5
Task 2....................................................................................................................................................6
1. Brand portfolio strategies of Starbucks...................................................................................6
2. Illustration of hierarchy management of brands within Starbucks portfolio..........................7
3. Strategies used for managing the equity of the brands within the Starbucks portfolio...........7
Task 3....................................................................................................................................................8
1. Strengths of the brand that can be leveraged..........................................................................8
2. Weaknesses that may need attention providing some possible suggestions...........................8
3. Collaborative and partnership agreements..............................................................................9
Task 4....................................................................................................................................................9
1. Brand value.............................................................................................................................9
2. Brand Awareness.....................................................................................................................9
3. Market share..........................................................................................................................10
4. Consumer attitudes................................................................................................................10
5. Purchasing intent...................................................................................................................10
CONCLUSION...................................................................................................................................11
REFERENCES...................................................................................................................................12

INTRODUCTION
Brand Management is a process which is used by an organisation to maintain and develop
positive name and fame for the product and services provided by them. A brand is developed, when
a product or service provided by them satisfies the requirements and needs of customers along with
their expectations. It is measured that branding improves customer loyalty on a firm or organisation
providing that service. Brand equity is the value for product or service which is generated over a
long time period, depending on quality and durability of product (Kapferer, 2012). In this report,
Optimum Impression Ltd an private advertisement company of UK, has been chosen for completing
task 1. this task will have brief discussion for CBBE model and other. Apart from this, for the
remaining tasks, well known organisation like Lakme, Costa Coffee, Starbucks, Coke is been taken.
Rather then this, a brand portfolio will take place on Starbucks, world's biggest coffee company
having about 28,218 stores all around the world. It was founded in 1971, at Seattle, Washington.
Task 1
Article : Brand is Power
To: Board of Directors of ‘Optimum Impression Ltd’
From: Marketing manager
Date: January 10th, 2019,
Subject: Brand is Power
1. Introduction
Optimum Impression Ltd. is a private limited advertising company, which providing their
business in all over to U.K. On 06, August, 2003, they come in front of market in UK and start
providing paid services of business advertisements (Heding, Knudtzen and Bjerre, 2015). An
article is drawn here by a manager of marketing department of Optimum Impression Ltd., to aid a
whole new marketing brochure for company.
Brand – A brand is a special experience of a customer which make that product or service
differ from it's competitors. It is one of the most valuable assets for an organisation. It also can be
any shape, size or combination of words which is used by an organisation. This help customers
easy to remember and identify the company. It is the duty of manager of Optimum Impression Ltd
to make some symbol, logo or any unique mark for company, which make customers to easily
recall about company on just one look at that mark.
Brand Equity – In simple words Brand Equity refers to the Brand Value. If the customers of
a product or service have good experience than the brand equity of that will be positive, otherwise

it will be negative. To increase band equity Optimum Impression Ltd have to follow some steps
like, make the customers aware about their products and services, make their customers recognize
about them at each and every level, make customers from market to try them, be loyal to
customers, this will make them preferred choice for customers (Rosenbaum-Elliott, Percy, and
Pervan, 2015). Increase in brand equity also lead to increase in share values of company.
Some steps to make a successful brand are as follow:-
1. Determine target audience – When it come to build a brand, it is necessary for marketing
manager of Optimum Impression Ltd to identify that what type of audience they have to
target.
2. Define brand mission – In this, the marketing manager have to set a value to incorporate in
customer base. Optimum Impression Ltd have to provide a authenticated image for their
products, so that customers can identify products by one look.
3. Research competition – Manager of Optimum Impression Ltd have to analyse their
competitors, so that they can identify that how they are different from others. This also help
them to make changes in their products and services which make them more appropriate.
4. Create value preposition – Here marketing manager have to set some uniqueness to their
product by which, they can look different with their competitors ( Solomon, and et. al.,
2014). As in today's market, customers are very friendly to available brands in market, and
giving a uniqueness to product will make them one step ahead in market.
5. Determine brand guidelines – Optimum Impression Ltd have to set some rules and
specific path, through which the product will come in light. Customer recognition will lead
the product to brand.
6. Market your brand – Here marketing manager of Optimum Impression Ltd have to make
strategies and plans for marketing of the product, like advertisement policies, packaging of
product, promotion of products and other.
2. Main Body
Optimum Impression Ltd is one of the leading organisation in United Kingdom, which
provides paid advertisement and promotional services and products to big organisation from all
over UK. Optimum Impression Ltd has introduced many technical changes, which attracts
companies like Starbucks, Costa Coffee and other organisations for a good paid promotions.
Successful strategies for strengthen – These are the strategies which are preformed by
organisations to increase the power of their product and brand.
Brand equity – It is concerned to some major components like emotions, experiences, and faith of
customers on a specific product or service of Optimum Impression Ltd. For this, Optimum