Branding And Competition Essay

NEW BRAND THINKING! June 2004

Key Brand Constituencies

Synchronous Branding

Brand Advantage

1. Brand Evangelists

1. Brand Evangelists

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A clear brand strategy promotes convergent thinking by uniting stakeholders behind a common vision. A large portion of people who work for an organisation are often not directly employed by it, and if they aren't aligned to the brand's vision and values, the brand promise will be eroded. Companies are making increased efforts to involve employees in managing the company's image. For emerging markets where a service culture is rare, this is even more vital.

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1.Brand Evangelists
Case Study: Starbucks – – – – – Starbucks is without a doubt, one of the most successful retail stores in America, and one of the most prominent brands in the world. Starbucks achieved its success not only by providing brilliant coffee; it also won the hearts and minds of the consumers through a brilliant service strategy. This Strategy aims at instilling all of Starbucks’ brand values into their employees, indeed making the staff of Starbucks – live the brand. The healthy staff attitude created pleasant contact experiences for the customer, and in turn they spread their good experience at Starbucks with others. At Starbucks, employees are not called workers or staff, they are referred to as partners, since they are seen as important contributors in the success of the business and therefore are stakeholders to be considered. Starbucks offers many services to the employees, which range from training and education to personalized benefits packages. Alignment is created within Starbucks and projected externally to the market, creating a service that is just as differentiated and special as the brand itself Starbucks is one of the best companies in the world to work for, as rated by Fortune Magazine.

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1.Brand Evangelists
Case Study:...