Starbucks Brand Audit

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Content Preface ……………………………………………………………………………………………………………………………………. Brand Diagnostic ………………………………………………………………………………………………………………………. Defining the Brand ………………………………………………………………………………………………………………………. Rough Information and Brand Architecture …………………………………………………………………………………….. Architecture and Independence………………………………………………………………………………………………… Brand Ambition (Purpose) …………………………………………………………………………………………………………….. Kotler’s Five Product Level Model ………………………………………………………………………………………………….. Core Benefits ………………………………………………………………………………………………………………………….. Generic Product Level: …………………………………………………………………………………………………………….. Expected Product Level: …………………………………………………………………………………………………………… Augmented Product Level: ……………………………………………………………………………………………………….. Potential Product Level: …………………………………………………………………………………………………………… Brand Positioning ………………………………………………………………………………………………………………………… SWOT-Analysis ……………………………………………………………………………………………………………………….. Perceptual Mapping ………………………………………………………………………………………………………………… Understanding the Consumer ……………………………………………………………………………………………………….. Segmentation …………………………………………………………………………………………………………………………. Findings …………………………………………………………………………………………………………………………………. Mapping Touchpoints ………………………………………………………………………………………………………………….. 1. Travel Inspiration & Research ……………………………………………………………………………………………….. 2. Booking ………………………………………………………………………………………………………………………………. 3. Pre-Arrival & Check-In ………………………………………………………………………………………………………….. 4. During the Stay ……………………………………………………………………………………………………………………. 5. Check-Out & Post Stay (Surveys) ……………………………………………………………………………………………. Touchpoint Verdict ………………………………………………………………………………………………………………….. Recommendation ……………………………………………………………………………………………………………………… Introduction………………………………………………………………………………………………………………………………… 1. Future Guest Segmentation ………………………………………………………………………………………………………. Creation of Buyer Personas and Cross-Departmental Communication …………………………………………… Focus on the Buyer Persona Who Is Loyal to Brand and Emotionally Connected ……………………………… New Guest Segment ………………………………………………………………………………………………………………… 2. Using Media Interest as a Catalyst ……………………………………………………………………………………………… 3. Social Media ……………………………………………………………………………………………………………………………. Identify the Customer ……………………………………………………………………………………………………………… Selecting Social Media Channels ……………………………………………………………………………………………….. Customer Generated Content …………………………………………………………………………………………………… Side Notes on Influencer Marketing…………………………………………………………………………………………… 4. Review Management ……………………………………………………………………………………………………………….. 5. Obtain a More Personal Experience ……………………………………………………………………………………………. 6. Partnerships with Airlines ………………………………………………………………………………………………………….. Conclusion ……………………………………………………………………………………………………………………………….. References……………………………………………………………………………………………………………………………….. Figures ……………………………………………………………………………………………………….

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