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