ASSOCIATIONS for Brand Managers

WHAT KIND OF ASSOCIATIONS ARE AVAILABLE FOR BRAND MANAGERS TO WORK ON?

Consumer’s perception of what a brand stands for is essential in determining the industry growth. When Starbucks was first created, its CEO’s vision was to create a “third place” for Americans.  Americans already spent considerable time at home and work and his vision was to provide a third place for Americans to not only drink coffee but to invest significant personal time.  For this reason, industry marketing efforts are closely tied the image/lifestyle projected by the chain.

                                             

For example, in an effort to respond to Starbucks’ dominance, several competitors have attempted to differentiate themselves from the “upscale, pseudo-European” store by projecting different lifestyle brands.  Caribou Coffee, for example, projects a more rugged image via its stores’ mostly wooden interiors that feel like “an Alaskan lodge. “Further, the corporation promulgated its alternative lifestyle by associating itself with Apple during its 2006 " Wake Up and Smell the Music" promotion.  Caribou’s CEO described the partnership as synergistic due to the fact that “We′re both challenger brands.”

Sources:
[1] Starbucks’ Homepage; www.starbucks.com
[2] Blanca Torres, Peet′s Future is Percolating, Contra Costa Times