This extension has great reviews because of its simple and brand oriented outlay. The product has had great success because Starbucks chose to extend its brand to something its market likes. The marketing research adduced that at least 50% of their clientele also drink coffee liqueur. The coffee liqueur is in beverage form. This helps make their brand identification the same (De Mesa, 2005). Starbucks seems to have gone for a product line that is similar to product they are renowned for and enjoyed by almost a half of their biggest fans. This confirms that they knew their market really well before engaging in brand extension since it is pointless extending your brand to something that doesn't relate to whatever else you are selling. This has a potential of confusing the consumer and eventually ruining the relationship you have built with them (De Mesa, 2005). The reason why Starbucks and other companies that engage in brand extensions are successful is because they understand the market dynamics and know what their consumers like best. They normally choose wisely when putting their label on any brand. The coffee liqueur is sold in 750 ml bottles. The way it is packaged shows that three elements are in play namely the liquor, coffee, and Starbucks (De Mesa, 2005). The shape of the bottle is a replica of a cocktail shaker with a functional lid that is also used in measuring the shots. The stars in Starbucks logo are echoed in reverse color band around the bottom...
Dark espresso replaces the traditional silver color of the shaker to evoke the deep, rich coffee for which Starbucks is famous.
Despite the criticisms, however, it remains a fact that CBS has been successful in putting the brand out in the market, making the audiences notice it through its programming, and managed to internationalize most of its programs and therefore crystallized its foothold as a global / international brand. References: CBS Official Website. Available at: www.cbs.com CBS Corporation Official Website. Available at: www.cbscorporation.com Chang, B. And S. Chan-Olmsted. (2010). "Success factors of cable network
Branding in Service Markets Amp Aim And Objectives Themes for AMP Characteristics Composing Branding Concept Branding Evolution S-D Logic and Service Markets Branding Challenges in Service Markets Considerations for Effective Service Branding Categories and Themes Branding Theory Evolution S-D Logic and Service Markets Branding Challenges in Service Markets Considerations for Effective Service Branding Branding Concept Characteristics Characteristics Composing Branding Concept Sampling of Studies Reviewed Evolution of Branding Theory Evolution of Marketing Service-Brand-Relationship-Value Triangle Brand Identity, Position & Image Just as marketing increasingly influences most aspects of the consumer's lives, brands
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