Starbucks "Brand Extension"

The advantage of Brand extension:

·The new product would open market quickly and easily.

·It would reduce cost of advertising and other marketing tools for new products

·The products would be more enrich in Starbucks and t would provide all kinds of choice to customers.

·it would be helpful to increase brand value.

The disadvantage of Brand extension

·The image of brand would more ambiguous

·The professional level decreased

·If one products fail in market, it would negatively affect other products and the whole brand.

Author: Yiran Jin

Coffee shop brand: top 5

Author: Yi Ran J.

  

1.Starbucks (America,1971)

Starbucks coffee shop are full of atmosphere of North America.You can taste morn than 30 kinds of delicious coffee which come from Central America,Africa and Indonesia,etc..In the meanwhile,you can enjoy a series of handmade beverage,fresh baked cake. All of the Starbucks coffee bean was grinded within 1 hour to keep the taste of Latin and America's original coffee.The standards is:each of coffee that customers order is made within 20 seconds and serve customers efficiently.
 

2.Doutor (Japan,1962)

Doutor already had 1222 chain stores.Most of aged people are attracted by Doutor coffee to have a taste.because its price is relatively low and its atmosphere is very comfortable.What is different is Doutor allow customers to smoke. Especially in the period of economic depression, people prefer Doutor coffee because of its reasonable price.

 

3. Tchibo(Germany,1949)

Tchibo has experienced very long time and now Tchibo is the world's fifth largest coffee seller.The brand image is golden coffee beans with the blue background. Nowadays, "Tchibo"group already has more than 900 coffee bar, providing coffee and dessert, coffee machine, sealed cans, and a wide range of consumer goods and services. 

4.  Diedrich Coffee (America,1983)
  

  In 1916, Charlotte Diedrich inherited a coffee plantation in Costa Rica and then he has running the coffee business.In 1983, Martin Diedrich created the first coffee shop.Nowadays,Diedrich Coffee has become the second largest coffee retailer in the United States. However, Diedrich is a plant-based coffee shop.so he pay more attention to the quality of coffee and that's why the coffee shop can attract more and more clients among the competition.

 5. Second Cup (Canada,1975)

"Second cup" is commonly acknowledged as one of the world's largest coffee chain and the largest professionalcoffee retailer in Canada."Second cup "provide consumers delicious coffee and at the same time,they pay more attention to the service and comfortable environment;that's why "Second cup"is so competitive.