Brand Positioning and Value: A Case Study of Starbucks

Running Head: MARKETING
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Digital business and Retailing
5/28/2019

MARKETING
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Executive Summary
The concept of brand positioning and value are considered vital to every business
organisation irrespective of the nature or type of operations. In this report, Starbucks
explained the aspect and significance of the brand positioning, brand equity and hierarchy.
Starbucks has become a leading player in the market, and serves to ensure high value to their
customers through products and beverages and will continue to rise and growth in the future
years.

MARKETING
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Contents
Introduction...........................................................................................................................................3
Brand positioning, values and brand equity...........................................................................................3
Starbucks Corporation...........................................................................................................................3
1. The customer benefits represents the excellence of the brand....................................................3
2. Relevancy of the brand..............................................................................................................3
3. The consumer’s perceptions determines the pricing strategy.........................................................3
4. The positioning of the brand..........................................................................................................4
5. The brand consistency...................................................................................................................4
6. The portfolio of the product/brand and hierarchy..........................................................................4
7. The marketing activities and other tools used and coordinated by the brand to establish brand
equity.................................................................................................................................................4
8. The meaning of the brand and value from the perspective of consumers......................................4
9. The support given to the brand is maintained over long period.....................................................4
10. The monitoring of the brand equity for the company...................................................................4
Conclusion.............................................................................................................................................5
References.............................................................................................................................................6