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Individual Report - Failed Branding Starbucks Case Study

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Introduction: A Comprehensive Report on Starbucks' Branding Campaign Failure and Strategies for Effective Global Expansion

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The topic of the following report is “Failing of Branding” which affects the growth and performance of a brand. Branding plays a very significant role for effective promotion and expansion of a business in different countries and can boost the profitability of the organisation. It has selected Starbucks as the organisation that has failed to expand operations in Australia. Starbucks is going to conduct a marketing campaign for making an effective expansion of the brand. It will discuss the branding objectives, target audience and KPIs associated with Starbucks. It will also evaluate the reason behind the failure of the brand, and identify several branding strategies that the brand could focus on for further expansion of business. The report will identify various media for forwarding messages to customers throughout the world. It will demonstrate various theories based on brand expansion strategies that can support effective global expansion of business.

Background of campaign

Branding Objectives: The objectives of the brand campaign is to increase customer loyalty, differentiate the products of a brand from products offered by competitors, implement market leadership, create a b brand strategy that will help to enhance brand reliability and viability and promotes brand awareness. Through brand campaign, a brand can enlarge its reach among a wide range of customers. The brand will be able to represent its success and strengths by encouraging customers to enhance customer loyalty and engagement (Mittal and Kumar, 2022). Starbucks should use Smart, achievable, measurable, realistic and up-to-date objectives for campaigns that will expand the brand reach and attract customers towards the brand (Starbucks, 2022). The objectives are as follows:

  • To increase Website traffic and brand reach among wider range of customers
  • To promote products and services
  • To build a b reputation within the industry
  • To communicate effectively with customers and encourage them to connect with the brand
  • To become a leader within the industry over competitors

Target Audience: Target Audience indicates a specific group of customers within which a brand wants to sell its products or services. Target Audience can be categorised by age, location, income, gender, interest or perception and any other factors. By identifying the target audience brand will be able to offer products based on the choices and requirements of people of the target group (Khan et al., 2018). The brand focuses on group of educated customers with an average age of 23-50 and average income of $ 80000.

KPIs: Key Performance Indicators refer to quantifiable measurement of performance over specific period based on any specific objective. KPI helps to give more effort to achieve the goals and get b insight to make effective decisions. KPIs for brand campaigning help to measure the success of the campaign and get b customer insights that will help brand marketers to take effective steps for better marketing and promotional activities (Sciarrino et al., 2020). Starbucks should include the following KPIs for marketing campaign Brand impression, website traffic, Social Media Engagement, Customer Satisfaction, Customer Engagement.


Brand Theory is an effective theory that a brand can use for effective global expansion of the brand. The brand theory defines the strategic use of branding not only as personal or individual tactics but also as the base of company growth. The theory aligns core principles of messaging and positioning that promote Smart Growth Marketing (Roper and Parker, 2006). The theory includes systematic alignment of different concepts of branding according to the achievement of goals of an organisation. Brand Theory includes the basic concepts that are required to complete effective marketing and promotional activities. The components of the theory are “Brand Awareness”, “Brand Experience”, “Brand Loyalty”, “Brand strategy”, “Brand Personality”, “Brand Positioning'', “Brand Recognition'' and “Brand Reputation”. The theory will help a brand to get a better understanding of customers' insights which is most important for making effective strategic decisions. It is also important for creating b customer loyalty that will enhance the competitive advantage of a business over rivalries. The theory allows a brand to align every business activity with the goal of the organisation and use effective strategies that will help to meet the goals in an effective way. By using the effectiveness of this theory a brand can create a b position in the market over other rival brands. This theory creates b trust among customers so that people will stay connected with the brand. Brands can use this theory to create a b revolution in the market by introducing new innovative products. A brand can stay committed towards customers to support environment and health concerns that will increase the compatibility of the brand.

A brand such as Starbucks can use traditional media like TV, Newspaper and social media like facebook, instagram, LinkedIn and many more. Use of both traditional and social media in branding helps to get connected with a large number of customers (Dens et al., 2018). Senior citizens mostly use traditional media to follow brand marketing and advertising. On the other consequence, social media helps to forward information related with branding of a product to young age customers.


The report is based on "Failure in branding" and Starbucks has been selected as the organisation. It has discussed the brand campaign made by Starbucks that has explained objectives, target group and KPIs of the campaign. The report has demonstrated the "Branding Theory" that can be followed by a brand. It also has identified media used for branding of Starbucks with its effectiveness. Branding can be done using traditional and modern media that ensures greater reach of customers.


Previously Starbucks has failed to make successful branding in Australia due to lack of strategic expertise and efficiency. At this time the brand should use proper strategies and procedures to connect with a wider range of customers and make effective promotion of the brand. At first the brand should select an innovative product that will satisfy the needs and expectations of consumers and may have less substitute within the market. It will help to get better competitive advantages. The brand can collect opinions from potential customers and use those opinions to modify their products accordingly. The brand can collect reviews of customers about the performance and utility of products. Most importantly Starbucks should make continuous research and development to explore new range of products and offer a better experience to customers.

Reference list

Dens, N., De Pelsmacker, P., Goos, P., Aleksandrovs, L. and Martens, D., 2018. How consumers’ media usage creates synergy in advertising campaigns. International Journal of Market Research, 60(3), pp.268-287.

Khan, S.K.B.N.Z., Yusop, Y.B.M. and Baharudin, F.B.W., 2018. Starbucks Market Segmentation and Targeting. International Journal of Business and Management Invention (IJBMI).

Mittal, S. and Kumar, V., 2022. A strategic framework for non-intrusive mobile marketing campaigns. International Journal of Electronic Marketing and Retailing, 13(2), pp.190-205.

Roper, S. and Parker, C., 2006. Evolution of branding theory and its relevance to the independent retail sector. The marketing review, 6(1), pp.55-71.

Sciarrino, J., Wilcox, G.B. and Chung, A., 2020. Measuring the effectiveness of peer-to-peer influencer marketing in an integrated brand campaign. Journal of Digital & Social Media Marketing, 8(1), pp.85-95.

Starbucks, 2022. Starbucks Coffee Company. [online] Available at: <> [Accessed 26 August 2022].

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