Starbucks Brand Recognition Case Study

Brand awareness consists of brand recognition and brand recall performance. Brand recognition is how far consumers can correctly identify the specific product or service just by looking at the product or service logo, tag line, packaging or advertising campaign. Thus, we can simply conclude that brand recognition requires that consumers to be able to recognize the brand as having been seen or heard previously (Keller, 1993). Brand recall relates to consumers ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other type of probe as a cue. Keller is defines that brand recall requires that consumers to be accurately generate the brand from memory. Starbucks has a high level of brand recognition within its industry. A consumer from a different country can identify a Starbucks, even though it’s in a foreign language and they may still recognize the product immediately (Lauren, 2012). Besides, Starbucks also has a great brand recall by which when people think of coffee, usually the name of this coffee appear in top …show more content…
It utilizes Facebook as a social platform to encourage loves one like family and friends to share a coffee, enabling Starbucks to attract potential customers and increase switching costs, location and convenience. These are the motivation behind why Starbucks still holds a main position in the specialty coffee house market and has no single potential rival in the area. In addition, Starbucks works in a business situation which requires excellent brand identity and reputation to create brand loyalty to its customers. This reputation has been built by the company over the years through Starbucks experience. Despite the fact that Starbucks has got an excellent brand name identity and reputation in the coffee industry, it needs to be aware of uncertain factors in both the micro and macro environments which if not checked closely, can impact affect the