CASE STUDY: Starbucks isone of the most recognizable brandsin the world. Their brand recognition has reached epic heights thanks to the strength of their marketing and their commitment to keeping their brand consistent.

Starbucks was founded in 1971 by Jerry Baldwin, Zev Siegl, and Gordon Bowker. At first, the coffee company only sold coffee beans and didn't offer the premium coffee drinks it's known for now. The famous logo,inspired byNorsewoodcuttingthat contained a siren, the mermaid-like figure has been with the company since its inception (although it has undergoneafewredesigns).

Starbucks has changed from the bean roaster of the 1970's to the coffee inspired drink shop of today. The original vision of Starbucks is reflected in their initial mission statement which was:

"Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow."

Starbucks focuses on creating that personal connection between their customers, their baristas and their organization. Starbucks is all about connecting with their customers. But who are their customers? According to a research report done in April 2017, the target audience for Starbucks is men and women in the middle to upper classes who can afford Starbucks higher priced beverages regularly.

So how do they convince people to fork over that kind of cash, when theycould just have coffee at home? They offer their target audience an experience when they come into their stores. By giving their customers a place to be and interact, they make the price of the drink worth it in the eyes of their customers. There is something comfortingabout ordering a good cup of coffee and being encouraged to sit in the shop with your laptop and work. That'sthe experience Starbucksprovides.

As an internationally recognized brand, Starbucks needs to be consistent with their branding at all times. This spans every message they send, every piece of branded collateral they create, and every aspect of their in-store design and experience. Later on, the brand could potentiallyexpand beyond coffee products.

From the atmosphere in their stores, to their digital content, to their advertising, everything looks, sounds, and feels like Starbucks. Even the cups and tumblers you can buy in the store have a clean, modern design to them. The experience you have with Starbucks always feels consistent, whether you're reading a social post, waiting in line, watching a TV ad, or interacting with their brand in any way, anywhere.

Starbucks' product has to be high quality to get their target audience to justify buying it. You're paying for premium coffee which means it needs to taste better than the same iced macchiato that you could get at a McDonald's drive-through for less. It's being able to craft a high-quality product every time that keeps people coming back.Not to mention their barista promise, that if you don't like your drink, they'll fix it.

Starbucks sells their coffee at a premium price, or at least 25% higher than value brands. In 1990, only three percent of the coffee sold in the United States was sold at premium prices. By 2000, that number rose to 40% in what theHarvard Business Review calls, "The Starbucks Effect." By offering customers exceptional drinks and food, Starbucks can charge more for them. Why? Because people are willing to pay for it.

When you enter the store, you'll also see it branded to promote their new coffee:

Every piece of content that was part of this campaign was flawlessly designed and matched perfectly. From first touch to final purchase, the experience is consistent.

BRAND LOYALTY APPEAL: Brand appeal is the most effective way of advertising Starbucks because majority of the people around the world are already familiar with the product. By doing a brand appeal they would just avoid the old user to switch to other coffee store in a way that they would increase the affection of consumers towards the products. Starbucks is a prime example of brand appeal to the masses, along with luxury brands, like Dior or Jimmy Cho that appeal to higher end consumers. People will pay money to be part of a brand that they feel carries a certain kind of status, value or quality.

Usually these same items can be purchased for much lower prices if they're generic, but brand appeal allows companies to add additional cost simply due to packaging, labeling and other branded aspects that really have nothing to do with product quality or type. Coffee lovers actually complain that Starbucks coffee tastes burned, but the company was still able to charge more by offering tons of drink choices, quality branding, and a relaxed environment including free Wi-Fi.

QUESTION: Which advertising execution style would be well suited with the Brand loyalty appeal for Starbucks? Explain in detail.

(NOTE: Anadvertisingmessage can be presented orexecutedin numerous ways: 1. Straight sell or factual message 2. Scientific/technical evidence 3. Demonstration 4. Comparison 5.Testimonial 6. Slice of Life 7. Animation 8.Personality Symbol 9.Imagery 10.Dramatization 11.Humor 12.Combinations.