retail coffee shop branding

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Information about retail coffee shop branding

Published on May 19, 2007

Author: cafemakers

Source: slideshare.net

Description

"retail coffee shop branding" presented by Andrew Hetzel of Cafemakers at the 2006 Tea & Coffee World Cup Expo in Shanghai, China

 

retail coffee shop branding andrew hetzel cafemakers, llc hawaii, usa

what is a brand?

a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers american marketing association

consistent, predictable experience

what is a brand? association rational and emotional associations that identify a company, product or service symbol of quality asset that demands premium pricing

association

rational and emotional associations that identify a company, product or service

symbol of quality

asset that demands premium pricing

what is a brand? form of consumer expression a promise made between business and customer

form of consumer expression

a promise

made between business and customer

what is a brand? a brand is not simply a marketing message advertisement slogan

a brand is not simply a

marketing message

advertisement

slogan

what is a brand? culture it must become a part of your company that is projected by everything you do

culture

it must become a part of your company that is projected by everything you do

a consumer’s perception of any brand is the sum total of their experiences

“ We never set out to build a brand. Our goal was to build a great company, one that stood for something, one that valued the authenticity of its product and the passion of its people. We built the Starbucks brand first with our people, not with our consumers.” Howard Schultz, CEO

why brand? reduced costs 700% to 1000% more to attract a new customer than to keep an existing one increased profitability 5% increase customer loyalty can increase lifetime profits per customer by 95% more sales 50% of customers are willing to try a new product from a preferred brand data: ernst & young

reduced costs

700% to 1000% more to attract a new customer than to keep an existing one

increased profitability

5% increase customer loyalty can increase lifetime profits per customer by 95%

more sales

50% of customers are willing to try a new product from a preferred brand

strong brand unique how are you different from competition? relevant are you sending the right message for audience?

unique

how are you different from competition?

relevant

are you sending the right message for audience?

strong brand clearly defined do your customers understand what you do and how you are different? esteemed how do your customers feel about your brand? how does it make them feel about themselves?

clearly defined

do your customers understand what you do and how you are different?

esteemed

how do your customers feel about your brand? how does it make them feel about themselves?

strong brand consistent experience must be the same every time consistent experience must be the same every time consistent experience must be the same every time

consistent

experience must be the same every time

consistent

experience must be the same every time

consistent

experience must be the same every time

caribou coffee founded 1992 minneapolis, minnesota 416 locations, 16 us states 2nd largest

founded 1992

minneapolis, minnesota

416 locations, 16 us states

2nd largest

caribou coffee alaskan wilderness adventure hard work is rewarding lodge comfort security

alaskan wilderness

adventure

hard work is rewarding

lodge

comfort

security

caribou coffee

it’s a grind founded 1994 long beach, california 136 locations neighborhood-style upscale casual, family oriented

founded 1994

long beach, california

136 locations

neighborhood-style

upscale casual, family oriented

it’s a grind

bad ass coffee 15 years salt lake city, utah 45 usa locations, 1 in japan irreverent, polynesian theme 18-34 males

15 years

salt lake city, utah

45 usa locations, 1 in japan

irreverent, polynesian theme

18-34 males

bad ass coffee tokyo

bad ass coffee oregon

bad ass coffee

steps for brand success understand your consumer strong brand identity unique personality of business clearly state brand value project what brand means to consumer

understand your consumer

strong brand identity

unique personality of business

clearly state brand value

project what brand means to consumer

steps for brand success consistently apply brand message all communication company values leverage brand across products invest in your brand not a one-time expense

consistently apply brand message

all communication

company values

leverage brand across products

invest in your brand

not a one-time expense

questions, copies or help andrew hetzel cafemakers, llc hawaii, usa +1 (808) 443-0290 [email_address]

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