A brand is more than just a product

A brand is more than just a product or service Pavlova Daria Rak Eraterina

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. "

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 a few of the many "secrets" that helped this network of coffee shops become so beloved by consumers.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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 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.

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 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.

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 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.

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.