Abstract
The challenge faced by giant beverage producers like Pepsi and Coca Cola is to establish their brands in countries where other sodas are already being sold, in order to build a good reputation. Investing in product and service quality is crucial for long-term success and brand development. To remain attractive, businesses must adapt to changing market demands, ensuring a consistent customer base. Businesses may opt to patent their ideas for protection against unauthorized profiting.
The Role of Image in Brand Management
An article discussing Starbucks sheds light on the significance of brand management as it reassesses its market appeal due to yearly decline in popularity. This decline has prompted consumers to seek out more exclusive coffee brands instead. Furthermore, the original cozy ambiance of Starbucks cafes is gradual
...ly evolving into something less intimate.
According to Quelch, modern stores lack the charm and local feel of the past, resembling chains rather than welcoming local shops. Meanwhile, Starbucks has expanded its product offerings beyond coffee, resulting in a wide range of products being sold and less interaction between baristas and customers regarding their coffee experiences. To maintain exclusivity, Starbucks is considering closing 600 cafes. The Starbucks brand name itself is a selling point as it offers more than just Italian coffee - it provides a coffee "experience." The management of the brand involves preserving the integrity and appeal of products in the market. The article highlights that Starbucks attracts discerning coffee enthusiasts and should not be as common as McDonald's with numerous nearby locations. It has been observed that loyal Starbucks customers are now turning to rival coffee shops that offer
more exclusive experience, emphasizing the importance of brand management in maintaining customer loyalty and reputation.
Franchising is seen as the most effective way to generate income and is a vital part of a business's marketing strategy. However, Starbucks is currently facing a decline in its customer base, possibly due to its name becoming more common and less appealing. In response, Starbucks has chosen to adopt the concept of "less is more" in their marketing strategy rather than aggressively expanding their branches.
In my personal experience, I have witnessed the importance of brand management. I helped create a website for an advertising business that allowed companies to post advertisements for a fee. As part of our marketing strategy, I suggested incorporating videos, animations, and flashes into the services offered on the website to attract more clients and maintain high quality standards. We hired skilled web developers and designers with strong artistic abilities to ensure that websites showcased on our domain met high standards. Additionally, we implemented an efficient search engine optimization program to improve visibility on platforms like Google. As a result, over five years, our website gained a reputation for providing quality service and became the preferred advertising service for many businesses. This article by Starbucks about brand management holds great significance in terms of marketing management.
This article discusses Starbucks' marketing strategy and the importance of brand management in preserving its reputation. It highlights the significance of understanding the target market's profile for effective product marketing. While Starbucks has a unique target market, it emphasizes the need for a clear customer profile. The author supports Starbucks' decision to limit franchises while keeping its cafes open to maintain
exclusivity. However, it acknowledges that brand management is just one aspect of marketing management and not a complete solution for Starbucks.
References
- Quelch, J. July 9, 2008. Starbuck’s Lesson for Premium Brands. President and Fellows of Harvard College.
- October 12, 2008. [http://hbswk.hbs.edu/item/5973.html].
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