Brand Culture/Strategy/Value
The four components of brand value.
What is: reputation, relationship, experiential, and symbolic value?
Used to shape how the audience thinks about the product by embedding it in dramatic fictions and using imaginative metaphors to provoke the audience to think differently about the product.
What is advertising?
Unexpected findings from Starbucks' recent market research- the problem facing Christine Day in 2002.
What are decreased levels of Starbucks' customer satisfaction?
The four authors of brand culture.
What is: companies, pop culture, influencers, and customers?
An approach to sales in which "master" salespeople are also master storytellers who have a powerful impact on brand culture.
What is personal selling?
Starbucks' mantra for empowering partners to provide the best service possible, even if it required going beyond company rules.
What is "Just Say Yes?"
The amount that a customer would pay for branded product/service minus an identical production/service without branded culture.
What is brand value?
Efforts that seek to manage indirect branding efforts such as representations of the product in popular culture and discussion of the product by influencers.
What are public relations?
Howard Schultz's belief regarding customer satisfaction.
What is, "partner" (employee) satisfaction leads to customer satisfaction?
Starbucks’ brand strategy was best captured by this mantra.
What is live coffee?
Three components of Starbucks’ experiential branding strategy.
The four metrics used to measure Starbucks' service performance.
What are service, cleanliness, product quality, and speed of service?