Starbucks and Nescafe: Analyzing Brand Identity Prism in Marketing

This case study examines the brand identity prisms of Starbucks and Nescafe, two prominent players in the coffee industry. The analysis delves into the key components of their brand identities, including physique, personality, relationship, culture, and self-image. The study highlights how Starbucks focuses on providing a relaxing environment and a social space, while Nescafe emphasizes convenience and quality. The assignment uses the brand identity prism framework to compare and contrast the two companies' approaches, examining how they appeal to consumers through their unique brand characteristics. The study also touches upon the cultural aspects and the evolution of their brand strategies in the context of the global market. The assignment is a valuable resource for students studying marketing and brand management.

Professional practice Study
case

Table of Contents
Identity prism of Starbucks and Nescafe.........................................................................................1
References........................................................................................................................................3
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Identity prism of Starbucks and Nescafe
Brand identity prism Starbucks Nescafe
Physique Gentle physic of Starbucks is
that it comes in green and
white logo which represents
Starbucks in the entire world.
Their coffee cup is also a part
of physic of Starbucks.
Starbucks provides various
places to meet work and
people can exchange their
opinion suggestions as well.
Nescafe has a long history it
comes with red background
in which Nescafe has been
written invite that is the logo
of Nescafe. It provides a
feeling of relaxation and
energy to their customers.
Relationship The provide proximity
friendship and various
personalisation to their
customers.
Nescafe also provide
friendship and it is totally
related with the modern life
along with warm house.
Reflection It provides welding
fashionable and quality
oriented lifestyle to their
consumer (Fariss, 2021).
Nescafe focuses on providing
daily choices to their
consumers it is also
convenient product to use.
Personality It provides traditional but
high quality products to their
consumer and that is the
personality of this company.
Nescafe is totally opposite to
stand box advice young
innovative and energetic
personality to their
consumers.
Culture Starbucks follows committed
culture apart from this the
focus on quality oriented
products and this company is
continuously working to
improve their customer
Nescafe follows long
perspective culture and it
provides new shape to the
coffee in the world along with
this the follow environment
friendly and user-friendly
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service is so that consumer
can enjoy Starbucks and its
products.
culture.
Self image Starbuck provides dynamic
and self image.
Nescafe provides leadership
image in coffee industry.
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References
Books and journals
Fariss, N., 2021. Starbucks’ Dream of a Global Taste. In The Routledge Handbook of Digital
Media and Globalization (pp. 100-110). Routledge.
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