Personality vs. users image

Author: AL annd Valérie

What is Starbucks ’personality?

By applying the five dimensions of brand personality defined by Jenifer Aaker (1997), it seems that Starbucks has combined both “Sincerity” and “Excitement”.   Indeed, the assets that describes theses dimensions are:
- Sincerity: Down to earth, honest, wholesome, cheerful
-  Excitement: Daring, spirited, imaginative, up-to-date

From: valuebasedmanagement.net

Contrast between personality and users image

Integrating tradition and ecology in biggest cities worldwide that’s the originality of Starbucks ’concept. Indeed, there’s an interesting contrast to analyze between Starbucks ‘personality and its clients. 

Personality and values	Users image
Traditional Respectful Ethic and Social Federative Trendy	Modern Urban Active Young

In fact, Starbucks aims at creating a kind of zone out of cluttered cities where people can find a cool and peace but still connecting space. While, individualism, hurry and stress are key words in cities, Starbucks is clearly a smart concept that also perfectly fits ethic and sustainable trends.