The Brand Perception Impact of Advertising for Starbucks Company Essay

The Brand Perception Impact of Advertising for Starbucks Company - Essay Example These models are developed using historical sales and marketing program data. Software of advertising media contribution models are used for marketing model application (Mathieson, 2005). How does the management of a company know that they have best location scheme How does the management come to know that the company will get expected results from the targeted marketing program scheme How the company will get the market share, growth in prices, buyer's satisfaction and opposing advantage result Yet developing a company position scheme is not easy. Because companies do not develop their location scheme on frequent basis, yes the adjustments will be happen on the stage of product market maturity, in response to environmental changes and on opposing forces but it does not mean that company is developing frequently. After the success of the product, the company has the right to change their product scheme but not their location scheme because it is not easy for any company either they produce their products on a large scale or on a small scale (Goodchild, 2001). The position of a company plays an essential role in the brand's quality of a company (Day, 2002). Sometimes some errors are involved in the location scheme after the success of product. ... These location errors include; UNDERPOSITIONING: Under positioning can happen when the buyers do not have certain ideas about the company and its product and do not have clear perceptions regarding both (Aaker, 1994). OVER POSITIONING: This over positioning can happen when the buyers do not aware that how much money should be spent on the product because that product is available in market in much cheaper rates (Cravens & Piercy). So buyers have made their narrow thinking about the company, product or brand. CONFUSED POSITION: Confused positioning happens in buyers when the frequent changes take place in the location of the brand (David, 1987). So buyers do not realized that this product is good for them or not. DOUBTFUL POSITIONING: A product loses its credibility when claims are made on it. POSITIONING AND TARGETING STRATEGIES: When management takes a decision to target several segments then the positioning scheme becomes challenging. The main goal of management is to develop an appropriate positioning scheme for each segment (Kanuk, 1999). The way of focusing positioning scheme should be used for each targeted segment. The brand positioning is the area where employees give their services and solve the problems of the targeted customers. If a company is on the correct location then it gives more benefits and gets differentiated from others which are necessary for attracting the buyers (BrandXpress blog, 2005). Research Questions: The aim of this research is to examine the effects of branding on the advertising of the Starbucks Company. Objectives Research objectives include: To review the literature about this issue up till now. To improve the awareness about branding. To analyse the advantages and disadvantages attached. To investigate