Essay
BTEC Business Level 3 Unit 28: Branding P3/P4/P5/P6/M2/M3/D2/D3
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Starbucks Coffee Learning Aim B: P3/P4/M2/D2 ACHIEVED Learning Aim C: P5/P6/M3/D3 ACHIEVED
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TIME TO CHANGE THE BRAND?INTRODUCTION
In this report I am going to investigate the reasons of why Starbucks uses a brand strategy. I
will also explain the branding of two contrasting products that Starbucks sell. The report will
analyse the potential impact of internal and external factors on branding activities of a
chosen product and will be evaluating the extent to which the branding of the product meet
Starbucks’ aims. The other part of the report will be explaining the challenges of managing
an existing brand for the product and its brand audit. It will also analyse the reason of why
the existing brand for the product may need to change. Finally, the report will present
justified suggestions to change the existing brand of a product.
B.P3 Investigate the reasons for a selected large business to have a brand strategy
STARBUCKS BRAND STRATEGY
Starbucks’ brand strategy is a long-term plan which is focused on achieving specific goals
that are related to them, its customers and competitors. Starbucks creates unique features
which help the brand to increase its awareness and build their appropriate brand image.
This allowed Starbucks to have a strong brand equity and being the market leader and gain
many loyal customers around the world.
Starbucks’ main objective is to create communication and deliver value to its customers.
They are able to achieve this by using marketing strategies such as customer relationship
management, integrated marketing communication, creating a good customer experience
and social media marketing. Also, Starbucks objective is to fulfil its customers’ needs
through its products as this will lead to an increased profitability. Another objective is to be
always in top by providing gourmet coffee in a niche where customers can afford their
prices.
There are many factors that influence Starbucks marketing strategy such as target
consumers, social media, competition, in e-store marketing, loyalty programs, campaigns
and more. Starbucks has been focused on a brand-centric marketing strategy to build and
maintain a distinct identity around its customer service, store environment and sustainable
coffee. They continue to achieve this marketing objective by consistently using social media
and delivering digital campaigns which engage Starbucks with existing and new consumers.
Sometimes these campaigns use generated content which make buyers into brand
ambassadors.
Unlike its competitors, Starbucks does not invest a lot in offline marketing and its non-digital
promotional communication is predominantly limited to TV and print advertisements.
Instead, the brand gives a greater value to provide a positive customer experience and
, satisfaction this is why its marketing strategy has been successful and it can be seen in its
revenues of $29.061bn in 2021.
B.P4 Explain, using examples, the branding of two contrasting products in a selected large business
STARBUCKS BRAND DESIGN
Having a unique and distinctively designed brand followed by the engaging strategies make
Starbucks to be in a particular position in the coffee market. Furthermore, the well-designed
Starbucks brand represent its nature, its core values and it enable the business to be more
dominant in customers decisions and attitudes. The catchy logo, colour pattern and more
give a lasting impression to the consumers. The two contrasting products that I have chosen
are Starbucks Holiday Drink and Starbucks Reserve Whole Bean Coffee.
Starbucks Holiday Drink
Each year Starbucks sell their iconic red cups for holiday
season. The brand values of this products are related to the
business as one of Starbucks value is to create a culture of
warmth and belonging, where everyone is welcome. Also, is to
being present, connecting with transparency, dignity and
respect. Starbucks met these values through its products as
these cups has a gif tag on the back to share a cheerful
greeting with its customers. Starbucks’ brand personality and
voice are very active participant in social media so this make
the brand accessible and relatable to customers. They
incorporate graphic design, well-written copy and creative
campaigns to capture the attention of their different target audiences. As it can be seen on
their Instagram, they have showed their brand personality for this product with Christmas
designs and quotes through videos and pictures. Each Starbucks red cups represent the
brand identity as they all come with the brand logo which is the siren so customers and
people can always remember the brand. The brand name for this product represent the
design and what the product is expressing as this is related to Christmas. When Starbucks
release this product, consumers receive signals about the return of holiday season, and
everything related to this. The brand elements for these products are intangibles as
tangibles. They are intangible as they show personality and transmit emotions for the
holiday season. It also gives a position as they are different than the rest of the drinks in
their menu. The tangible elements for the product is the Starbucks log that comes with all
the drinks as well as the Christmas graphics and colours such as red, green and white. Their
video posts on social media also comes with Christmas music and voices representing a
Christmas moment. This product uses packaging to communicate the brand. For example,
one of the cups of these drinks is designed with a white ribbon and glittery that is rolling
against red sparkles. This cup design is focused to create a familiar scene from the season as
is what the brand is trying to achieve. These products can be found in many touchpoints
such as online and in-stores advertisings, posters and logos and content marketing as
websites, blogging, videos and more in social media.
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