The starbucks brand has been credited with changing the way Americans drink coffee, the way they perceive it & how much they are willing to pay for it. It has been a dream run for starbucks coffee once its brand identity became well known, understood & liked. But the process of building a successful brand is slow, tedious, resource consuming & risky. I have in the following report outlined the starbucks branding strategy on the basis of the brand identity model.

Phase I :

Phase one entails a complete brand analysis. Analyzing a brand means that it must be assessed in terms of its strengths, weakness the possible opportunities & associated risks. A Brand cannot form an identity without knowing if the resources will support it or if the competitor can easily replicate it or if the customer doesn't feel emotionally connected to it. Thus the...