Academic Mind : Business : Marketing : Abstracts & Full Text Unpublished Academic Papers

Branding - A Creative Strategy

June 2004 | Christopher King | California Polytechnic State University
The purpose of this study was to prove that there is a definite need to link the creative process with the business planning in order to successfully develop a powerful brand strategy. Consumers today make purchasing decisions on much more than features and benefits. There is an emotional tie that takes place allowing the consumer to identify with what the brand stands for. More often than not, companies fail to unite design and business strategy when it comes to establishing a brand. As a result, the brand suffers by not being able to connect emotionally with consumers, and ultimately gets lost in the clutter of competing brands.

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Catching the Starbucks Fever - Starbucks Marketing Strategy

April 2002 | Brent Kembell, Michelle Hawks, Sean Kembell, Leonard Perry, Luke Olsen | Missouri State University
Starbucks opened operations in Seattle's Pike Place Markets in 1971 with the future aim of providing coffee to a number of restaurants and surrounding bars. With the recruitment of Howard Schultz who led the marketing and retail efforts of Starbucks in 1982, the company took a change in direction through the views of Schultz, who after visiting Italy tried to adapt the same principles in order to a strong bar culture. Schultz then utilized Starbucks ability to provide quality coffee beans and opened up a new store called Il Giornale, which brewed coffee from these particular beans. By 1987, Il Giornale had decided to take over the assets of Starbucks and also, further changed its name to Starbucks Corporation. By the end of the year, Starbucks had increased the number of stores to 17 and furthered its location span by entering Chicago and Vancouver.

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