Coffee wars exercise

Brand Management | Coffee Wars Exercise
MELISA CARRASCO

MELISA CARRASCO Brand Management | Coffee Wars Exercise
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TABLE OF CONTENTS
COFFEE WARS INTRODUCTION................................................................................................................4
BRAND IDENTITY.........................................................................................................................................5
McDonald’s McCafé..................................................................................................................................5
Company Description............................................................................................................................5
Core and Extended Identities................................................................................................................5
Product .................................................................................................................................................5
Organization..........................................................................................................................................5
Person ..................................................................................................................................................6
Symbol..................................................................................................................................................6
Concerns ..............................................................................................................................................6
Starbucks ..................................................................................................................................................6
Core and Extended Identities................................................................................................................6
Product .................................................................................................................................................6
Organization..........................................................................................................................................6
Person ..................................................................................................................................................7
Symbol..................................................................................................................................................7
Concerns ..............................................................................................................................................7
Dunkin’ Donuts..........................................................................................................................................7
Core Identity and Extended Identities ...................................................................................................7
Product .................................................................................................................................................7
Organization..........................................................................................................................................7
Person ..................................................................................................................................................8
Symbol..................................................................................................................................................8
Concerns ..............................................................................................................................................8
Conclusion ................................................................................................................................................8
PERCEPTUAL MAP......................................................................................................................................9
Perceptual Mapping for McCafé, Starbucks and Dunkin’ Donuts..............................................................9
Mcdonald’s McCafé...................................................................................................................................9
Starbucks ..................................................................................................................................................9
Dunkin’ Donuts........................................................................................................................................10
Conclusion ..............................................................................................................................................10

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BRAND EQUITY..........................................................................................................................................11
McDonald’s McCafé................................................................................................................................11
Customer Value Proposition (CVP).....................................................................................................11
Value Delivery.....................................................................................................................................11
Brand Personality................................................................................................................................12
Other Brand Assets.............................................................................................................................12
Starbucks ................................................................................................................................................12
Value Delivery.....................................................................................................................................13
Authenticity .........................................................................................................................................13
Brand personality................................................................................................................................13
Dunkin’ Donuts........................................................................................................................................14
Value Delivery.....................................................................................................................................14
Authenticity .........................................................................................................................................14
Brand Personality................................................................................................................................15
Conclusion ..............................................................................................................................................15
CONCLUSION.............................................................................................................................................16
EXHIBITS....................................................................................................................................................17
Exhibit 1 ..................................................................................................................................................17
Exhibit 2 ..................................................................................................................................................17
Exhibit 3 ..................................................................................................................................................18
Exhibit 4 ..................................................................................................................................................18
Exhibit 5 ..................................................................................................................................................19
................................................................................................................................................................19

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COFFEE WARS INTRODUCTION
―May I please have a medium hot coffee with two sugars and skim milk?‖ This is a typical order one might
overhear when standing in a coffee shop. However what is coffee exactly? Coffee, by standard definition is
a beverage made by the percolation, infusion, or decoction from the roasted ground seeds of a coffee plant.
Simple, when thinking of the complicated processes other beverages undergo. Yet coffee for many
individual has much more different implications and significances. For some, coffee is a typical morning
routine, the ―daily pick me up‖ the morning fuel to get the day started. Others regard coffee as a tasty
beverage to enjoy with friends over light conversation. For numerous college students, coffee is the energy
fuel that keeps them awake throughout a long night of studying or the ―cool‖ beverage high school students
sip through their morning classes. Coffee plays a different and unique role for each individual, for some it
may be significant while other individuals view coffee as frivolous. The question now is where does each of
these unique individuals purchase their coffee? Consumers have a myriad of brands at their disposable
from which they can purchase their coffee beverages from. Moreover, preference varies among cultures,
countries and individuals. Americans tend to value more efficiency and convenience, while Europeans look
for high quality coffee. A coffee war has been brewing between three competitors McDonald’s, Starbucks
and Dunkin’ Donuts who are in the race for the lead position in the coffee industry.
In order to demonstrate how each brand wins in their niche market I will use Brand Management tools –
Brand Identity, Perceptual Map, and Brand Equity – which will allow me to perform a thorough analysis. As
a brand manager I will show how Starbucks focuses on the gourmet retail coffee market, Dunkin’ Donuts in
the middle-class demographics who value convenience, and McDonald’s sub-brand McCafé’s ability to
successfully position itself in the middle of the other two brands by maintaining a balanced strong brand
identity. Even though they do have some overlapping clientele, ―the brutal competition… has made each
one stronger in relation to the overall retail coffee market… They each present a different qualitative
experience with a strong and loyal following and that is unlikely to significantly change in the foreseeable
future‖.3
1 Picture of Coffee and coffee beans: http://blogs.wayne.edu/web/2011/09/14/coffee-wars-the-results-are-in/
2 Picture of 3 competitors: Spring 2012 Brand Management Powerpoint Class #6
3Golde, Michael J. "Starbucks vs. McDonald's: Filtering Through the Coffee Wars - Seeking Alpha." Stock Market News & Financial Analysis. 29 June 2009.
Web. 13 Mar. 2012. <http://seekingalpha.com/article/144546-starbucks-vs-mcdonald-s-filtering-through-the-coffee-wars>.

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BRAND IDENTITY
Brand Identity is a unique set of brand associations that a brand strategist aspires to create or maintain;
these associations represent what a brand stands for and imply promises to customers from the
organization’s members. Brand identity provides direction, purpose and meaning for a brand. As a brand
manager, there are a myriad of ways to manage the specified brand. However, there are brand identity
traps that must be avoided such as brand image, brand position, the external perspective trap and product-
attribute fixation trap.
Brand strategist David Aaker states a brand identity needs a core and an extended identity. Core identity
represents the timeless essence of the brand and rarely changes. Unlike, extended identity which can be
altered and transformed, extended identity provides texture and completeness to the brand.
Moreover, Aaker advises a brand manager to consider the brand as a product, an organization, a person
and a symbol in order to ensure texture and depth. Aaker suggests that the purpose of this system is to
help clarify, enrich and differentiate an identity for each brand. Exhibit 1 has a pictorial depiction of Aaker’s
Brand Identity.
McDonald’s McCafé
Company Description
McCafé originally founded in 1993 in Melbourne, Australia by a licensee is a coffee house style food and
drink chain that reflects the latest consumer trend towards espresso coffees.4 The McCafé chain proceeded
to open many locations worldwide outside of Australia. McDonald's is the leading global foodservice retailer
with more than 33,000 local restaurants serving nearly 68 million people in 119 countries each day.5
Moreover, not only does McDonald’s restaurants worldwide carry the McCafé’s menu serving gourmet
coffees it also serves Paul Newman’s Own Organic Blend coffees in Northeast United States.
Core and Extended Identities
The core identity of McDonald’s would be fast food, value-offering, and service that’s fast and accurate.
The extended identity of McDonald’s would be its sub-brands including McCafé, its slogan: ―I’m Lovin’ It‖,
Ronald McDonald character, family friendly and its golden arches. McCafé would be under McDonald’s
extended identity because McDonald’s recently entered the coffee segment, McDonald’s as a company
would be able to survive as a billion dollar company without the sales from McCafé, unlike the other two
competitors.
Product
The overall product scope of McDonald’s is towards fast food such as hamburgers and French fries for
example. However, with McDonald’s sub-brand McCafé, McDonald’s has been working on its specialty
gourmet espresso beverages. McDonald’s is able to reach a larger scope of consumers due to its size in
comparison to Starbucks and Dunkin’ Donuts.
Organization
As an organization McDonald’s is a giant global corporation, it is involved with many charitable foundations
including its very own, Ronald McDonald House Charities.
4http://en.wikipedia.org/wiki/McCaf%C3%A9
5http://www.aboutmcdonalds.com/mcd/our_company.html

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Person
As a person the brand McDonald’s is friendly and family oriented as well as caring and sociable.
McDonald’s offers products that are health conscious (salads) and friendly product packages (Happy
Meals).
Symbol
The symbol for McDonald’s is the red haired, white faced clown named Ronald McDonald and the golden
arches (Exhibit 2).
Concerns
McDonald’s sub-brand, McCafé, sells good quality coffee but McDonald’s is not a desirable place to hang
out, although many locations now offer free Wi-Fi connections. McDonald’s targets customers who are in a
hurry and a looking for a good value, essentially not lingerers. Moreover, the quality of McDonald’s coffee
may not be up to par to Dunkin’ Donuts and Starbucks in the perception of the customers. Also McDonald’s
could possibly be in the brand position trap – when a customer thinks of getting a cup of coffee, the first
place to come to mind might not be McDonald’s, considering the company recently entered the coffee
beverage industry.
Starbucks
Company Description
With the name inspired by Moby Dick, Starbucks first opened its door in 1971 as a single store in Seattle’s
historic Pike Place MarketToday. Today with more than 15,000 stores in 50 countries, Starbucks is the
premier roaster and retailer of specialty coffee in the world. With every cup, we [Starbucks] strive to bring
both our heritage and an exceptional experience to life.6From the beginning, Starbucks set out to be a
different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a
feeling of connection.7
Core and Extended Identities
Starbuck’s core identity is high quality, premium coffee and exceptional coffeehouse experience (third
place). Starbucks extended identity would consist of the company’s baked goods, sandwiches,
personalization of beverages and friendly environment.
Product
As a product Starbucks has a myriad of beverages both caffeinated/non-caffeinated such as brewed coffee,
chocolate beverages, espresso beverages, smoothies, frappucino® blended beverages, Tazo® Teas,
bottled drinks and kid beverages.8 Starbucks also provides many baked goods and sandwiches.
Organization
As an organization, Starbucks can be seen as respectable. Striving to earn the trust and respect of
customers, partners, and neighbors by being responsible and doing things that are good for the planet and
one another.9
6http://www.starbucks.com/about-us/our-heritage
7http://www.starbucks.com/about-us/our-heritage
8http://www.starbucks.com/menu/drinks
9http://www.starbucks.com/responsibility

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Person
Starbucks as a person represents a coffee connoisseur, like its CEO and President Howard Schultz, who
looks for a quality cup of coffee.
Symbol
Starbuck’s symbol is its logo, a mermaid (Exhibit 3).
Concerns
As a brand manager some concerns for Starbucks have risen. First Starbucks has recently changed their
logo which may cause some confusion to new or future customers. Also Starbucks as a brand continues to
expand into the beverage industry, with beer and other alcoholic beverages.10 Starbucks as a brand can
only expand as much as the customer allows them; hopefully with this extension Starbucks will be able to
keep their CVP in balance and is accepted by its customers. Moreover, some Starbucks locations have the
drive-thrus feature, by doing this Starbuck’s customers lose the Starbucks’ ―coffee-house experience‖
which could potentially hurt the company. Lastly, with the increased competition and economic recession
Starbucks may have to reconsider some of their prices in order to maintain or grow their market share in
the coffee beverage industry.
Dunkin’ Donuts
Company Description
Dunkin’ Donuts is an international donut and coffee retailer founded in 1950 by William Rosenburg in
Quincy, Massachusetts. With over 2,600 stores in 30 countries outside of the U.S., Dunkin' Donuts has
been serving loyal customers around the globe for over 27 years. From Asia to Latin America and
everywhere in between, you [consumers] can count on Dunkin' Donuts for delicious coffee and espresso,
cool Coolatta, delectable donuts, sandwiches and more.11
Core Identity and Extended Identities
The core identity of Dunkin’ Donuts would be ―on-the-go‖ coffee, donuts, good priced items, and reliability.
The extended identity would be ―America runs on Dunkins‖, efficiency, and corporate social responsibility.
Product
The company as a product is a bit mixed. Given the company’s name a customer who does not have prior
knowledge of Dunkin’ Donuts as a company might think it is just a donut shop. Consequently this might
place the company in the brand identity trap of brand image trap – donuts in a perspective of a foreign
customer. Dunkin’ Donuts serves a variety of caffeinated beverages and baked goods.
Organization
As an organization Dunkin’ Donuts’ vision is to be recognized as a company who serves their guests,
franchisees, employees, communities, business partners, and the interests of our planet.12 As an
organization the company Dunkin’ Donuts truly cares about its surroundings. Moreover as an organization
the company is very reliable with many locations open 24 hours to the public.
10
http://www.forbes.com/sites/benzingainsights/2012/01/26/will-starbucks-beer-wine-menu-benefit-these-companies/
11http://www.dunkindonuts.com/content/dunkindonuts/en/company/global.html
12http://www.dunkinbrands.com/Responsibility/

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Person
The brand as a person is the ―Average Joe‖ the typical middle class American looking for a coffee
beverage, sandwich or pastry during their break or in a hurry.
Symbol
As a symbol the company is easily recognized by the capital orange and pink DD (Exhibit 4). Also by their
current slogan: ―America runs on Dunkins‖.
Concerns
As a brand managerI have some concerns for Dunkin’ Donuts. The growth story of Dunkin’ Donuts is that
the company serves many rural markets to which Starbucks isn’t exactly economically feasible.13
Moreover,the coffee ascension of McDonald’s might be a bigger threat to Dunkin’ Donuts than Starbucks.
McDonald’s presence is almost everywhere, such as rural areas for example. Although, Dunkin’ Donuts
has a global presence it does not compare to that of McDonald’s or Starbucks. As for demographics
Dunkin’ Donuts appeals to the middle class even with the emergence of Starbucks (higher class) and
McDonald’s (lower class), additionally with many 24 hour locations Dunkin’ Donuts has the late night crowd.
Conclusion
A major development in the coffee beverage industry is instant coffees. The new phenomenon has been
the Keurig machines, which individuals can purchase almost at any major retailer and have the ability to
make instant coffee at home. Companies such as Green Mountain have been taking many sales from the
three competitors. Customers can have quality coffee, hassle free in the comfort of their own home.14 As a
result both Dunkin’ Donuts and Starbucks have responded to the latest trend. As a brand manager I see
this could potentially benefit Dunkin’ Donuts because it fits perfectly with the Dunkin’ Donuts core identity
which is ―on-the-go‖ and convenience, it appeals to their customer base that needs coffee in a hurry.
However, in terms of branding this may have not been a wise move for Starbucks. Yes, their customers can
consume Starbucks quality coffee at home, however customers lose the ―Starbucks experience‖ which is
really a big part of the company’s core identity; the company’s added emotional value.
13http://seekingalpha.com/article/144546-starbucks-vs-mcdonald-s-filtering-through-the-coffee-wars
14<http://www.newsweek.com/2010/09/14/neither-starbucks-mcdonald-s-win-coffee- war.html>.

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PERCEPTUAL MAP
The second analysis we are going to conduct is Perceptual Mapping in order to conduct a multi-brand
analysis.The output is a map of brands depicted in attribute space, yielding a pictorial representation. The
attributes we have chosen are high price, low price, emotional benefits, and functional benefits, as depicted
below.
Perceptual Mapping for McCafé, Starbucks and Dunkin’ Donuts
Mcdonald’sMcCafé
We chose to place McCafé, McDonald’s sub-brand, in the upper left quadrant but closer to the center line.
Firstly, McCafé’s beverages are reasonably priced; they don’t charge a premium like Starbucks however it
is a bit more expensive than Dunkin’ Donuts. Two of McDonald’s core identities is fast and convenience
which creates a lot of functionality to its customers. Moreover, McDonald’s has been upgrading their
restaurants adding free Wi-Fi connection adding emotional benefits to its customers, which is why we
placed it close to the centerline. Although, McDonald’s has been upgrading its restaurant it still doesn’t
have the ambiance of ―third place‖ like Starbucks.
Starbucks
As a brand manager I placed Starbucks in the upper right quadrant. Our model shows Starbucks as being
high priced with high emotional benefits. We believe Starbucks should be placed in this quadrant because
Starbucks charges a premium for their coffee compared to the other two competitors. Also added is the
added emotional benefits customers receive when they go to Starbucks. Starbucks provides its customers
free Wi-Fi connection, background music, an overall a great ambiance, the feeling of third place.

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Dunkin’ Donuts
As a brand manager I placed Dunkin’ Donuts in the lower left quadrant. Dunkin’ Donuts is very functional, it
has many locations open 24 hours a day providing fresh coffee for its customers at any time. Dunkin’
Donuts coffee beverages are reasonable priced, less when compared to its competitors.
Conclusion
The perceptual mapping analysis allowed me as a brand manager to architect and infer attributes to the
different brands and compare and contrast them against the same attributes. It allowed better
understanding for us and the reader of the current position of each brand and the market structure.

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BRAND EQUITY
As a brand manager I opted to follow Kopp’s model in order to analyze each brand’s Brand Equity. This
model focuses on what you need in order to build a strong brand from the bottom up. ―Strong brands are
created by aiming for five driver variables that are the underpinning: customer value proposition, value
delivery, brand personality, authenticity, and brand assets‖.15Professor Kopp defines Brand Personality as
a net of thinking and feeling based thoughts. A Gestalt concept, that is brand elicited feelings and likings
are the results of both cognitive and emotional modes of thinking. Furthermore, Kopps’ Brand Personality
model states, often brand personality is the only thing between your brand and the competition. Kopp
organizes the variables in a pyramid which demonstrates hierarchy and low flexibility (Exhibit 5).
McDonald’s McCafé
Customer Value Proposition (CVP)
McCafé offers customers a desirable combination of benefits relative to the price. They not only serve
regular coffee but also ―several gourmet coffee choices: cappuccinos, lattés, and iced and hot mochas.
They’re brewed with rich, bold espresso and made with real steamed milk, real chocolate and whipped
cream‖.16 However, the perceived quality of McCafé’s coffee is low. Consumers argue that the quality is
lower compared to Starbucks, particularly given the price. In terms of pricing they compete with both
Starbucks and Dunkin Donuts. Their gourmet coffees are still a little cheaper than Starbucks, while their
regular coffee prices compete with Dunkin Donuts.
Value Delivery
In terms of location, there is no doubt that McCafé wins. They have 33,000 restaurants in more than 119
countries; this global expansion gives them a significant competitive advantage. Furthermore, McCafé has
challenged Starbuck’s unique experience by providing a comfortable ambiance in their locations as well.
―McCafé is designed for comfort and includes leather couches, chairs and bistro-style tables with vintage
French posters, lace curtains and mahogany and granite accents decorating the space‖.17
By 2009, McDonald’s had ―spent over $100 million promoting McCafé‖18
which definitely help their
popularity. In terms of promotion, McCafé’s increase in share of voice has increased share of market.
Authenticity
McCafé, being an endorsed brand of McDonald’s, reassures consumers about who they are and what kind
of products they offer. A McDonald’s regular customer will associate McCafé with McDonald’s reputation of
low prices, efficiency, friendliness and great tasting food. McDonald’s confirms McCafé’s authenticity in the
eye of the consumers.
15
https://blackboard.babson.edu/bbcswebdav/pid-773132-dt-content-rid-27640_1/courses/2012Spring-MKT4515-02/2-
Overview%20of%20Brand%20Equity%20%28kopp%29.pdf
16"McCafe." McDonalds. McDonalds. Web. 11 Mar. 2012.
<http://www.mcdonalds.com/us/en/food/food_quality/see_what_we_are_made_of/your_questions_answered/mccafe.html>.
17"McDonald's Opens First McCafeIn U.S." Entrepreneur. 14 May 2001. Web. 13 Mar. 2012. <http://www.entrepreneur.com/article/40494>.
18Abelson, Jenn. "Coffee Competition." Boston.com. The Boston Globe, 18 June 2009. Web. 11 Mar. 2012.
<http://www.boston.com/business/articles/2009/06/18/mcdonalds_gains_ground_on_coffee_rivals_dunkin_starbucks/>

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Thinking-Based
Thoughts
Brand Personality
Other Brand Assets
McCafé’s name itself is an asset for the brand; the linked endorsement ―Mc‖ clearly identifies it as a sub-
brand of McDonald’s which generates credibility and trust from customers. Nevertheless, McCafé was
successfully differentiated from McDonald’s with the different font they use, which shows sophistication and
suggests good quality coffee.
Starbucks
Starbucks offer customers a unique combination of benefits for the price. Even though their coffees are
premium priced, Starbucks does not only sell coffee; they are all about the experience. Starbucks provides
customers with a friendly place where they can relax and truly enjoy coffee. Howard Schultz had a vision to
make Starbucks ―A place for conversation and a sense of community. A third place between work and
home‖. 19Furthermore, they guarantee high quality and their variety is much wider than McCafé’s and
Dunkin Donuts’. They were able to include emotional benefits in what seemed to be a very functional
product. However, Starbucks’ recent decision to change their logo and expand beyond offering coffee may
damage the balance of their CVP, which will be addressed in further detail.
19Morrison, Maureen. "Starbucks Hits No. 3 Despite Limited Ad Spending." Advertising Age. 2 May 2011. Web. 11 Mar. 2012.
<http://adage.com/article/news/starbucks-hits-3-limited-ad-spending/227316/>.
Feelings-Based
Thoughts
“McCafe, I’m Lovin’ It”
Says you can enjoy
quality coffee on a budget
Mutually supportive and consistent
Good price for the value Fast and easy

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Thinking-Based
Thoughts
Value Delivery
Starbucks’ global strategy has allowed them to be present in 50 countries with more than 15,000 stores.20
Nevertheless, part of their promise and CVP is that in every store, the drinks and quality will be the same.
Their employees undergo intensive training before they start working in order to be fully prepared for the
job. Furthermore, Starbucks’ main competitive advantage lies on their stores. They offer a very romantic
coffee experience because customers can feel relaxed and at home. ―Our stores become a haven, a break
from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life
– sometimes slow and savored, sometimes faster‖.21
In terms of promotion, Starbucks believes in smart advertising and thus, does not spend much money.
―They are outspent on advertising anywhere from two to eight times by rivals… It's more about just
cultivating a brand than traditional advertising… Starbucks has done its advertising more efficiently. It's
been all over social media, mobile payments—stuff that elevates the image of brand‖.22
Authenticity
Starbucks has been around since 1971. Their mission – inspire and nurture the human spirit – one person,
one cup, and one neighborhood at a time – has been the same ever since. During the last 40 years they
have been forming a reputation of high quality coffee, great customer service, and a very satisfying
experience. Because they have kept real to their authenticity, they have many loyal customers that truly
trust them. They have managed to transform their brand into more than just a coffee house, a friend.
Brand personality
20"Starbucks Coffee Company." Starbucks Coffee Company. Web. 14 Mar. 2012. <http://www.starbucks.com/>.
21"Starbucks Coffee Company." Starbucks Coffee Company. Web. 14 Mar. 2012. <http://www.starbucks.com/>.
22Morrison, Maureen. "Starbucks Hits No. 3 Despite Limited Ad Spending." Advertising Age. 2 May 2011. Web. 11 Mar. 2012.
Feelings-Based
Thoughts
“Starbucks, I want”
Says you enjoy high quality
at premium price
Premium quality best
cup of coffee around
Friend ambiance and
great service

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Other Brand Assets
One of Starbucks’ biggest asset is, or at least used to be, their logo. The green circle with the siren in the
middle was recognized by everyone as Starbucks. Even though many do not know why the logo is a siren,
it was still easily recognizable. For Starbucks, the siren represents the ―seafaring history of coffee and
Seattle’s strong seaport roots… She means something different for everyone who sees her, who knows
her‖.23 But we all know that it means great coffee in a comfortable place waiting. In 2011, Starbucks
announced a change of their logo; they were dropping the words ―Starbucks Coffee‖ and leaving the siren
stand by herself in the iconic green circle. This new logo represented future growth and expansion since
the company was looking to expand beyond just coffee. The responses from the public were both positive
and negative. The question is whether the siren will be strong enough to stand by itself or not. Even though
is too soon to tell, it is evident that such a decision has somewhat shifted Starbucks image and thus, set
their Brand Equity out of balance. Many customers have changed their perceptions on the brand, positively
or negatively, which could represent a big risk for the company.
Dunkin’ Donuts
Dunkin Donuts has been very successful in keeping their CVP in balance. They offer a fair quality coffee for
very low prices for those who value efficiency and convenience. In the coffee business, Dunkin offers ―from
freshly brewed hot coffee in up to nine flavors, to refreshing Iced Coffee‖.24 Their promise is ―conveniently
delivering high-quality food and beverages in a welcoming environment, quickly, and at affordable prices‖.25
Value Delivery
Dunkin Donuts ―has more than 10,000 restaurants in 32 countries worldwide‖26 which gives them a
disadvantage compared to McCafé and Starbucks. Nevertheless, they differentiate themselves by offering
efficiency. Customers are loyal to Dunkin Donuts because they appreciate not having to make a line as
long as the ones in Starbucks.
Dunkin Donuts has decreased their advertising spending during the last 2 years. However, they have
invested in loyalty programs. ―Dunkin' Donuts is a daily ritual for many of our guests and we're dedicated to
offering them a program that celebrates and rewards their passion for the brand‖.27 They understand that
retaining customers is easier and cheaper than gaining new ones, and thus are focused on enhancing
loyalty.
Authenticity
As previously mentioned, Dunkin’ Donuts was founded in 1950 in Quincy, Massachusetts by William
Rosenberg.28 The brand acquired dimensions of character from him because he ―embodied the American
spirit of hard work and passion… Mr. Rosenberg was an entrepreneur whose positive attitude, personal
intuition and customer focus helped change the business landscape‖.29 From him comes Dunkin’ Donuts
focus on convenience, customer service and low prices which is why loyal customers trust this brand.
23 "Starbucks Coffee Company." Starbucks Coffee Company. Web. 14 Mar. 2012. <http://www.starbucks.com/>.
24"Our Brands - Dunkin Donuts." Dunkin' Donuts.Dunkin Brands.Web. 11 Mar. 2012. <http://www.dunkinbrands.com/ourbrands/dunkin_donuts.html>.
27 Morrison, Maureen. "Starbucks Hits No. 3 Despite Limited Ad Spending." Advertising Age. 2 May 2011. Web. 11 Mar. 2012.

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Thinking-Based
Thoughts
Brand Personality
Other Brand Assets
Dunkin’ Donuts ―DD‖ along with the orange and pink colors is one of the brand’s greatest assets because it
immediately triggers recognition in whoever sees it. Furthermore, their slogan ―America runs on Dunkins‖ is
another important asset which supports the brand’s personality and CVP. It positions Dunkin’ Donuts as the
fuel on which Americans function every day, as a necessity. It makes consumers believe that they need
their coffee as well as their baked goods to make it through the day.
Conclusion
Kopp’s Brand Equity model has allowed us to gain a broad understanding of each of the brands’ equity. It is
clear that each company has different strengths – McCafé has a very strong brand personality and value
delivery, Starbucks wins with quality in the market place, and Dunkin’ Donuts offers great benefits for the
money. Each individual brand wins in its own niche market.
Feelings-Based
Thoughts
“Average Joe running on
Dunkins”
Says an average man/woman can
enjoy a good cup of coffee
Convenient, good cup of
coffee
Cheap and reliable

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CONCLUSION
After completing the series of analyses, as a brand manager I have concluded that there are no winners in
the coffee war. Each of the three companies we analyzed are essentially creating the same thing;
caffeinated beverages whether its coffee, lattes, frappucinos, etc. What makes each company stand out
and last in consumers’ minds is how the brand is perceived.
Each of the brands analyzed compete in the coffee industry in a certain niche market. Starbucks targets the
upper class and the coffee connoisseurs who are willing to pay a premium price around the globe. In
contrast, Dunkin’ Donuts targets mostly the northeast United States and suburban regions. Dunkin’ Donuts
customers typical buy from Dunkin’ Donuts because it’s convenient and reliable. McDonald’s McCafé
targets a whole range of customers worldwide, typically those on a budget and cannot afford to pay a great
amount of money for coffee and other related items. Although McDonald’s has a share of voice in the
market due to its large size, it is not known among customers for its coffee.
―Each fan base is loyal, so there are limits to how much tinkering either of these iconic eateries can get
away with. But there's plenty of middle ground -- occupied by a customer who is happy to frequent these
any chain.30
Overall, there is no winner in this coffee war. Each brand serves a niche market, whether it’s a more
affluent class, consumers on a budget or consumers living in a rural area, each brand serves a purpose for
their niche market; each brand is able to make a connection with people and communicate a distinct
advantage, as a result no winners.
30http://money.msn.com/investment-advice/mcdonalds-or-starbucks-who-wins-brush.aspx

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EXHIBITS
Exhibit 1
Exhibit 2

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Exhibit 3
Exhibit 4

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Exhibit 5

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Coffee wars exercise