What makes a brand? Is it the name? Identifying characteristics such as a logo? What people think and remember?
It could be all and maybe so much more. Every year the Interbrand Report comes out and ranks the top brands. They use a lot of methodology to come up with the best global brands. But, as long as I can remember, Coca-Cola has always been the number one ranking brand. And, it was again this year.
Now, let’s take a look at the 97th ranking brand – Starbuck’s. Last year they were 90. Starbuck’s has been around 40 years. And, in the 40 years, Starbucks has made quite a name for themselves.
Starbucks announced recently they were going to change their logo to express what Starbucks represents to their partners and customers. Along with business expansion must come a change to stay fit to what is true to the company, as well as what it will become in the future.
As part of a test, Itracks, a leading online research company conducted some research to determine what consumers were saying about the logo change.
The research was done in three phases:
We listen (Social Media Monitoring)
we Ask (USA Talk Now)
We receive feedback (iMarkitIt)
Overall, the response was... Read more