Starbucks Brand Positioning - Essay Example

A brand might be a logo or a symbol or a judicious combination of visuals as well as texts that prompt the customers to instantly establish a connection with a product. Such a connection helps the customer to remember or recall a previous experience about the brand and motivated them to make a purchase. Some management experts are of the view that brand recall is not only restricted to previous personal experiences of a prospective customer but also of all related information about a company.

A brand is said to be enjoying a strong position only when it has a valued place in the mind of a customer and that place is so unique and credible that a competitor would not be able to replicate it easily.

However, it must be mentioned that my initial attraction towards Starbucks was essentially due to the perfect coffee served almost instantaneously by a brightly smiling attendant. If the basic product Starbucks served was not up to the quality it promised, all promotional campaigns would have surely had a negative and perhaps hostile reaction from me. The associated benefits of a fabulous ambiance later became more visible and I have spent hours in a Starbucks outlet sipping coffee and browsing the internet on my laptop courtesy of uninterrupted and lightning-fast Wi-Fi connections that are available for free.