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21.pptx
1.
Welcome to my presentation
2.
Presentation topic strategic brand
management concepts and practices in “STARBUCKS”
3.
What's the brand STARBUCKS
As a brand
4.
Brand elements of
Starbucks • Logo • Slogan • Name • Jingle • URL • packaging
5.
Characteristics of Starbucks
6.
Five levels of
Starbucks
7.
Identifying and establishing brand positioning
of Starbucks: • Basic concept • Target market • Point of parity • Point of difference
8.
Brand building block
of Starbucks
9.
Criteria for choosing brand
elements Memorability Meaningfulness Likeability Transferability Adaptability protectability
10.
Major marketing communication options
of Starbucks • Advertising • Promotion • Online marketing communication • Events and experience
11.
Thank you
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