A brand is more than just a product or service

1. A brand is more than just a product or service

Pavlova Daria
Rak Eraterina

2. Starbucks.

One of the most interesting brands in the world is the cult
brand Starbucks. And it is interesting because it does not offer
its clients anything new. Rather, on the contrary, they only
promote the traditional. Or, as Starbucks president Howard
Schultz once said: "Starbucks is not a newfangled trend. We
are a way of life. "

3.

The
name of Starbucks on the world
The coffee market appeared in 1971 - it was a shop
selling coffee roast, opened by three friends and
fans of good coffee.
They had few buyers, so they happily
spent a lot of time on each of them,
talking about coffee, sharing secrets and
literally preaching a love for this drink.
The current Starbucks is a network of
2,000 coffee shops around the world.
Here are a few of the many "secrets" that
helped this network of coffee shops
become so beloved by consumers.

4. The main thing is communication

The management of Starbucks for many years puts "at the
heart of" not only the quality of coffee sold, but also the quality
of communication within the walls of institutions.
THIRD PLACE
Starbucks is a place where you can spend
time differently than at home and not at
work.
When visitors were asked to name five
reasons why they choose this company, the
absolute majority of people indicated social
factors as the main factors.
Director of the network
Howard Schulz came up
with the term "Third place" the place between work
and a house in which you
can equally successfully
and relax, and work, and
both of which will be quite
appropriate.

5. Special coffee

Starbucks
developed its own method for obtaining
coffee powder, which was necessary to avoid the
problem of exhaling coffee, stored for a long time in
the warehouse.
Starbucks developed its
own
method
for
obtaining coffee powder,
which was necessary to
avoid the problem of
exhaling coffee, stored
for a long time in the
warehouse.

6. Personalization

"Frappuchino for Irina!" - is distributed in the coffee
house. A certain Irina, whom the barista hardly ever
remembers, approaches the counter and takes a
glass of coffee, on which the marker is written her
name. A trifle, but nice. This famous "trifle" in many
ways created a cult image of Starbucks - people are
attracted by the brand's personal attitude, even such
simple and unsophisticated.

7. The possibility of a pleasant interaction

Open
communication with visitors is almost spelled
out
in
the
barist's
job
descriptions.
Uncommunicative, whether they are at least three
hundred times professionals, Starbucks will not
take.
And in order for the
barista and visitors to
freely see each other,
the coffee shops even
reworked the racks - to
lower the bulky coffee
machines that close the
review lower.

8. Bright room

In every Starbucks coffee house, doors and
windows necessarily look to the east or south. If the
front of the room goes north, Starbucks never rents it,
even if it is in the most advantageous place in the
city. This is another fundamental principle of the
institution, from which they never give up.
"This
requirement
for
accommodation is based on
the fact that visitors are
much more pleasant to be in
a bright room with a wellpenetrating daylight, but at
the same time the light
should not blind to the eye,"
say
the
company's
managers.

9. Atmosphere

A detail of great importance is the interior and atmosphere.
The Starbucks team has always paid a lot of attention to
creating an atmosphere inside the establishments. To ensure
that visitors can feel comfortable, they have created a
maximum of conditions for them - comfortable furniture,
pleasant unobtrusive interior, free access to the Internet, a
special layout of the premises.

10. Starbucks «Museum»

In
the very first Starbucks (in Seattle) since the
opening in 1971, the interior does not change.
Repair, of course, do, but only to bring the room in
order. For this institution is even sometimes called
the "Museum Starbucks", although it is not.

11. Musical "coincidence"

Musical "coincidence"
An important element of the design of the
hall is music. In Starbucks it is quality and
carefully selected (and you can buy a CD
with this collection). And in all the coffee
houses of the network there is something like
a disc of the day - the same music will play
at Starbucks points around the world. So
visitors have a sense of belonging to the life
of the whole world - and this raises sales.

12. LOGO

But,
perhaps, the most memorable
element of the Starbucks brand
was its logo. A mermaid or a siren
with two tails, found on an ancient
engraving of the sixteenth century,
migrated to the Starbucks logo
and, although slightly changed,
remained
there
until
today,
continuing the maritime theme of
the company's name.

13. NAME

The company Starbucks received its
name from one of the heroes of the
novel "Moby-Dick, or White Whale"
Herman Melville (and what else to
expect from the two teachers and a
writer!).
Starbuck - that's the name of the
starpop on the ship Pecode, on
which the chase of a whale called
Moby Dick took place.
Consonant with the word "Starbo" the name Starbucks Starbucks and
became the name of the company.
Contrary to popular belief, the old
man was not a coffee man, but for a
long time his name will be associated
most of the people with coffee, not
seafaring.

14. Sly marketing

About Starbucks, although it seems like a company that
does everything not for profit, but for the comfort of people,
some marketing tricks and competitive advantages are still
being developed. And I must say, very well.
For example, the use of corrugated cardboard rings for paper
cups, so that it is not hot hands. Such rings are provided free of charge,
but if you pay a little, you can get a ring made of polyurethane with a
beautiful Starbucks emblem. The idea of the second type of rings is
both in the possibility of obtaining additional profit, and that the
customer can carry such a ring with him and use it for subsequent
purchases of coffee.

15.

Starbucks today is
Not only coffee, coffee drinks, desserts and snacks. The
company also deals with related businesses - books,
cinema, music, there is even a special unit of Starbucks Starbucks
Entertainment,
which
develops
an
entertainment direction within the company.
Starbucks coffeehouses are open in more than 50
countries around the world, the company's operations
are approximately 18,000. The company's headquarters
are still in Seattle, Washington.

16. Why is all the same coffee from Starbucks - it's not just a product?

1. Starbucks is a network of 2,000 coffee shops around
the world.
2. Starbucks - is not only the highest quality of coffee sold,
but also the quality of communication within the walls of
institutions.
3. Starbucks is a place where you can spend time not at
home, and not as at work - "Third place."
4. Starbucks is a special coffee.
5. Starbucks it is - "Nominal" glasses
6. Starbucks is an interior that can be compared to a
museum.
7. Starbucks is a musical "coincidence" all over the world.
8. Starbucks is an opportunity to communicate in
pleasant and comfortable conditions.