Startbucks Brand Evaluation

1. What Were the keys for success for Starbucks in building the brand? What Were STI brand values? What Were Their sources of equity?

Starbucks had an incredible success when a small group became a loyal customer in Seattle coffee enthusiasts, creating an experience. The key to Starbucks success lies in the employees, who from the beginning were capable and trained on the management of coffee in order to retain the best properties of it and ensure its quality, in addition to their dedication and customer service certainly attracting customers to return and repeat their Starbucks experience and publicize the "word of mouth."

After taking into account employees at all levels to establish the core value of the brand, its values ​​are: setting high standards of quality raw materials and machinery as reflected in its products, maintain an excellent staff and encourage their healthy growth, educate the customer about the perception of coffee and keep them satisfied, providing excellent personalized customer service.

Finally, the sources were the knowledge possessed by baristas, coffee quality and service to meet customers in a sophisticated and comfortable which was located at a point within reach. 

2. How Would You Evaluate Starbucks' Growth Strategy? There Are Things You Would Do Differently? How Would You Evaluate ITS partnerships (eg, with United Airlines)? How do you know whether it is a "good" or "bad" partnership?

I think it was very successful and above all fast highly growth, took advantage of good business opportunities and placed at strategic points prompting more people to know (as were the hotels and the airline) extending from the beginning, its brand position. I think that what they exchange is the placing on coffee as a product.

CASO STARBUCKS.

  1. What were the keys for success for Starbucks in building the brand?  What were its brand values?  What were their sources of equity?

    • Quality: the finest whole-bean coffee ground in home only...