Brand Equity of Starbucks: Activities to Build and Maintain It

Marketing

Marketing P a g e | 1
Contents
Introduction................................................................................................................................1
The Starbucks brand...................................................................................................................1
Brand equity of Starbucks..........................................................................................................2
Activities to build brand equity..................................................................................................3
Tweet a coffee........................................................................................................................3
Treat Receipts.........................................................................................................................3
Loyalty cards..........................................................................................................................4
Customer service....................................................................................................................5
Conclusion..................................................................................................................................5
References..................................................................................................................................6

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Introduction
Brand equity plays a vital role in the success of any business. Brand equity refers to the
commercial value of any brand owing to perception of consumers about the brand1. Brand
equity of any business is the result of effective customer service, positive customer
relationships, wide brand awareness and large reach of the brand. The organization in
discussion is Starbucks. Starbucks is a leading coffee chain first found in America but with
stores all over the globe.
The Starbucks brand
Starbucks coffee chain has a positive brand equity owing to top quality of its products and
services, positive customer relationships, enhanced brand loyalty among customers as well as
wide consumer reach. The brand’s logo is ideally a twin tailed mermaid. However over a
period of time, the logo evolved immensely2. The logo is recognizable because of its unique
shape and smart colour selection.
Starbucks outlets have the same look and feel throughout the globe. The outlets have
comfortable couches, free Wi-Fi, charging points, bright lighting and soothing music on the
background. Customers are supposed to place the order at the counter and the food get
delivered on their table. The outlets are comfortable and depict the ambience of a casual
hangout place. Starbucks’ employees write the names of the customers on their coffee mugs.
Starbucks targets youth between the ages of 15 to 42. Therefore, the environment at all their
outlets is lively and vibrant.