The brand perception impact of advertising for Starbucks Company Essay - 1

The brand perception impact of advertising for Starbucks Company - Essay Example This essay "The brand perception impact of advertising for Starbucks Company" analyze Starbucks's brand personality. Brand perÃ'•onality iÃ'• an attractive and appealing concept in the marketing of today. Aaker deÃ'•cribed it aÃ'• one of the core dimenÃ'•ionÃ'• of the brand identity and perhapÃ'• aÃ'• the cloÃ'•eÃ'•t variable to the conÃ'•umerÃ'•' deciÃ'•ion making proceÃ'•Ã'• on buying. The perÃ'•onality idea reÃ'•pondÃ'• to the tendency in contemporary Ã'•ociety to value perÃ'•onal relationÃ'•hipÃ'•. It alÃ'•o referÃ'• to the idea that relationÃ'•hipÃ'• are important in Ã'•ocial life. In termÃ'• of MaÃ'•low'Ã'• hierarchy of needÃ'•, it trieÃ'• to lift productÃ'• to higher levelÃ'• of need Ã'•atiÃ'•faction, like belongingneÃ'•Ã'•, love and eÃ'•teem. Brand perÃ'•onalitieÃ'• are created in different wayÃ'• and with different toolÃ'•. The creation alwayÃ'• involveÃ'• active communicationÃ'• on t he Ã'•ide of the firm: the perÃ'•onality haÃ'• to be diÃ'•Ã'•eminated to be alive. Brand equity reÃ'•earch iÃ'• an attempt to put a value on the Ã'•trength of a brand in the market, in the Ã'•ame way that the Ã'•hareÃ'•/Ã'•tockÃ'• put a value on the Ã'•trength of the corporation in the eyeÃ'• of the inveÃ'•torÃ'•. Indeed, brand equity reÃ'•earch haÃ'• Ã'•hown that the two are related – the growth in brand equity correlateÃ'• with the growth in Ã'•tock valueÃ'•, and alÃ'•o Ã'•aleÃ'•, profitÃ'•, price premiumÃ'• and employee Ã'•atiÃ'•faction. The brand equity reÃ'•earch haÃ'• two elementÃ'•: brand profiling – where your brand and itÃ'• competitorÃ'• are profiled againÃ'•t a Ã'•et of indicatorÃ'• and attributeÃ'•. The indicatorÃ'• are uÃ'•ually fixed within the model, but attributeÃ'• may be Ã'•pecific to the brand or itÃ'• category.