Abstract
Date: September 1, 2008
Course: EFO705 Master Thesis International Marketing
Tutor: Peter Dalin
Authors: Muhammad Rizwan mrn07003@student.mdh.se
Qin Xian xqn07001@student.mdh.se
Title: Study of Brand Awareness and Brand Image of Starbucks
Problem: To investigate to what extent the Swedish youths have brand awareness
about the brand of Starbucks and what kind of brand perception of
Starbucks as reflected by the brand association held in target customers’
memories (brand image).
Purpose: Carrying with the conception of brand awareness and brand image
packaged into the case of Starbucks brand, the authors aim to investigate
the degree of Starbucks’ brand awareness among the Swedish youths’
minds (brand awareness) and the perceptions of Starbucks brand as
reflected by the brand association held in target customers’ memories
(brand image).
Method: Primary data is collected through qualitative interviews with Swedish
students of Mälardalen University in vasteras. Secondary data is collected
from articles and literatures in journals and through internet.
Conceptual Model: A model of keller about Brand Image and Brand Awareness is
used as the conceptual framework of whole thesis. The relevant
theories and definitions are used during the research process.
Conclusions: After the investigation we can come to the conclusion that the focal
respondents’ acquaintance to Starbucks brand stay on the basic
level—they are able to recognize the focal brand and retrieve it when
given some type of probe as a cue. Although the general spirit
embedded into Starbucks is consistent with what the customers
comprehend, still some commitments and symbol involved into
Starbucks are ignored or misunderstood by focal respondents. The
concrete explanation is concluded underneath:
2008. , p. 58