Starbucks Brand Strategy in Vietnam

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In the last decades has experienced significant changes in the role of brands in marketing, previously, existing brands integrated their names and products as strategies for not only attracting clients but also remain competitive. Currently, marketing has changed for example, brand development entail adopting strategies that make a particular brand unique while valuable identity. In turn, this allows organizations to build goods as well as services to accomplish an organization’s goals. These attempts are useful in developing a brand strategy. Starbucks brand was initiated and developed with consideration of its coffee products. In addition, the company’s brand development invested efforts and time in making Starbucks as the leading brand in coffee as well as coffee-based products.
It is because of these facts that research will explore” The development of global brand strategies at the local market – The case of Starbucks in Vietnam”.  The thesis highlights global brand theory and development of global brand strategies. Then, all theories are linked with the practical models based on the success of Starbucks, thereby drawing valuable lessons for Vietnamese coffee businesses in the process of building and developing their brand. The success of Starbucks in the global market can be connected to strong brand development strategies.  Since its establishment in the 1990s, the company has been able develop a strong brand identity by offering consumers with buying experience (Taecharungroj 2017).  Moreover, branding is one of the aspects for company’s success for several years. The firm has considerably invested in developing its stores, merchandise and products. Therefore, the study will be guided by the following research questions:

By admin in Essays on January 28, 2020