Analyze brand identity of the company – Starbucks

Creating and managing a brand requires a brand strategy, the heart of which is the brand identity, which
provides direction, purpose, and meaning for the brand. A brand identity is a set of brand associations that the
firm aspires to create or maintain, an aspirational external brand image. These associations represent what the
brand aspires to stand for and imply a promise to customers from the organization.
It differs from brand image in that it could include elements that are not present in the current image (that your
hotel has a great spa) or even conflict with it (you aspire to have a quality reputation that is superior to the
current perceptions).

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