Along with this, the strategy of repositioning the brand is also evaluated along with existing marketing issues and challenges faced by the company and the services marketing mix of the company. The report also suggests the possible adaption or changes in the service marketing mix which should be incorporated into the company in order to reposition the brand in effective and efficient manner. Branding facilitates the organizations in the process of attracting and retaining more customers and hence making more revenues and sales. In this new era of globalization and technological advancement, it is important for every organization to work on building relationships with the customers and for this there is the need for brand management and brand strategies.
As a result, it has become important for the organizations to include brand management and relationship marketing in the overall integrated marketing communication strategy (Lovelock & Wirtz, 2011). It is not easy for any company to build big brand names and brand images. This requires proper and well-thought brand strategies and positioning, same is the case with the Starbucks. The founders and management of the company have been focusing on promoting the Starbucks.
Starbucks has always promoted itself as a premium brand of coffee and it has been striving to provide the customers with the ultimate experience in the coffee store. The idea or concepts of branding, brand strategy, and brand positioning have been important for every organization. One has to be careful while deciding on a particular brand image and brand positioning, as it is not easy to change or alter the brand image and brand positioning once it has been established.
Apart from this, it is also important for the organizations to maintain the same level of services and products in order to match the overall brand image which has been conveyed to the target market. Any deviation from the promoted and communicated brand image can result in serious negative implications on the overall sales of the company (Lovelock & Wirtz, 2011). This is also applicable in the case of Starbucks.
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