Brand as a person: who is Starbuscks?

Author: Anna N

Because brands are more than just a name and a logo, getting to precisely what people understand by a brand can be difficult, particularly once you are into the emotional content of the brand. One very common technique for assessing a brand is “personification” - imagining the brand is a person and then trying to describe that person. According to the recent survey, provided by the author of this article among the people from 23 to 35 in Russia, France, Belgium, UK, Georgia, China, Morocco and Germany, Starbucks brand has a very strong personality in the consumers’ mind. Being asked “Thinking of Starbucks as a person, what type of person is it?”, the respondents gave very specific and descriptive answers. However, they were different at some points, but still this variety of answers allows to make a very concrete “portrait” of a Starbucks brand. In terms of the gender half of the respondents said it is a male, 5% – female, the rest – no concrete gender. As for the age overwhelming majority mentioned that he is young, at the same time 20% marked the age of 30 or around it, 12% – below 30, 10% – within a scale from 20 to 40, 7% – more than 40.

Among the most popular characteristics prevailing were the positive ones:

1. Stylish / Modern / Trendy / Good looking / Elegant / Fashionable / Good taste
2. Smart
3. Active / Dynamic / Busy
4. Open-minded
5. Creative
6. Positive / humorous / funny
7. Communicative / friendly / social

Also we could meet such descriptions, like easygoing, cheerful, wealthy, polite, independent, free, rich, urban. However, rather negative descriptions could be met, like snobbish, greedy, superficial, a bit stupid. Some respondents gave really detailed and complete portraits of a Starbucks person:

«Guy,below 30, hipster, travels a lot, tends more to home parties than clubbing, can cook complicated dishes, single, has dog, able to paint»

«A smart bad guy around 35 who is perfectly aware of how to sell simple things like coffee for ridiculous prices to a shallow young ladies imagining themselves being Carrie Bradshaw»

«A male person in the 30ies from a fancy district of town and in love with himself»

«20-35, disregarding gender, this person has an iPhone or dreams about an iPhone or any other apple product, probably dreams to live in New York, has seen series "Friends" not once, probably most of seasons, likes yoga or light fitness, probably think about environment to "think modern" even if he/she doesn't care much. However, this person probably has good imagination, designer skills, good at communication - lives at twitter and facebook»

«20-45 employee, last year student, freelancer, expat, American, the one, who wants coffee and  sandwich quickly, the one, who likes cheesecakes for the atmosphere of Christmas and for wi-fi»

«Probably male; late 30s; audi-driver, likes modern neutral style, clean, non-threatening, relaxed but professional and proficient»

«40 years old man. Mean, but trying to look generous. Wears green scarf»