Study Of Brand Awareness and Brand Image Of Starbucks


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Abstract 
This dissertation establishes and analyzes brand awareness as well as brand image of the Starbucks Company among the Chinese population in China. China is a country where tradition is highly valued. Over a long period, the Chinese used tea till the establishment of Starbucks stores which provided an alternative which is coffee (Geereddy, 2013).  The paper also covers the extent to which the Chinese know about the Starbucks brand. The image of the brand matters a lot in decision making and is thus part of the focus of the study (Gilbert, 2012).
Keller’s model of branding is also covered in the literature review to bring its applications to reality. There are several methods which Companies employ when promoting their businesses whereby branding is one of them. The paper also covers the methods which Starbucks uses to change the perception of their consumers in China. Nevertheless, emerging issues such as the utilization of the modern technologies like the internet to promote brand image are covered. Through using most real life examples from different sectors of the economies as well as organizations, this research is able to bring out clearly what brand image perception does to the consumers as well as how it affects the entire firm. The roles which brand awareness are also covered. These functions include reminding the customers of a particular brand when they think of a given category of services. In our case, when consumers think of beverages, they will think of coffee from Starbucks instead of tea, it increases the sales since when consumers are aware of the products, they can make wise choices among several others (Datamonitor, 2015).
This research employs qualitative methods to interpret both our primary and secondary sources of data.  Through the use of qualitative interviews, questionnaires, and surveys (which are our primary sources), the research brings out the different ways the Chinese perceive Starbucks in their nation. Through interviewing different people, consumers and non-consumers of Starbucks products, the research is able to bring out different perceptions by a variety of individuals and thereby lead the audience to conclude the way the brand is perceived.


Table of Contents
Abstract 2
INTRODUCTION 6
Problem statement 7
The purpose 7
LITERATURE REVIEW 8
Keller’s Model 8
Applying the Keller’s Model 10
Brand Identity 10
Application 10
Brand Meaning 11
Application 11
Brand Response 12
Application 12
Brand Resonance 13
Application 14
Incorporating Keller’s Model in Starbucks 14
METHODOLOGY 25
Introduction 25
Research Design 25
Research methods 26
Online Questionnaire 28
Online Interview 28
Summary 29
RESULTS AND ANALYSIS 29
Results from online questionnaire 30
Analysis of the data 32
Research limitations 33
Results from past research 33
DISCUSSION 37
What increases brand image and awareness 39
Discussion as per literature review 45
CONCLUSION AND RECOMMENDATIONS 46
Recommendations to improve Future Studies 49
Proper preparation. 49
Recommendations to Improve the Knowledge That the Chinese Have Regarding the Brand Awareness and Image of Starbucks. 49
Use social media to advertise 50
Incorporating Other Activities in Their Stores to Attract More Clients 50
Improving their participation in keeping the Community safe and free from pollution 51
Improving the Management of the Human Resource Department 52
Adapting more to the Chinese culture 52
References 54
Appendix 59

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