Costa Coffee Brand Audit

Functional needs vs. Emotional and Psychology needs. Brand values and their effect on brand choice Functional value – the utility perceived from the brand’s functional capability. Conditional value – the perceived utility from a brand in a specific situation. Brand values are important to longer term extension of activities. Many brand names have positive values which extend beyond the particular product. Intangible values may be used to extend portfolio. At a physical level ( drinkers recognise Guinness as a rich , creamy , dark , bitter drink. The advertising ( a personality which is symbolic of nourishing value and myths of power and energy. The brand represents ( manliness , mature experience and wit. At a physical level ( customers recognise Costa coffee as. They are better at making emotional positioning. Brand architecture Brand architecture. The structure of brands within an organisational identity. Monolithic brand architecture Single master brand. Branded brand architecture. A few links. To be the world’s favourite coffee shop brand. The Customer Heartbeat business model Costa. Customers at the heart. Good Together – being a force for good. Business channels Costa family Costa Coffee Stores. Costa proud to serve and Costa at home. Heritage at Costa. Costa Cares Costa Foundation.

You will assume the role of a brand management intern, commissioned by the company that owns the product. Therefore, your role is not to give a historical overview of the company - but instead to focus on the brand and branding elements.

Functional value – the utility perceived from the brand’s functional capability.

Social value – the utility being associated with a particular social group.

Emotional value – the utility perceived from the brand ability to arouse particular feeling.

Conditional value – the perceived utility from a brand in a specific situation.

Brand values are important to longer term extension of activities.

Many brand names have positive values which extend beyond the particular product.

At a physical level ( customers recognise Costa coffee as emphasis of luxury and comfort- with style.

Brand extensions are built by descriptors. There is no other differentiation between sub-brands than descriptors.

Brands have names, lifecycles, and personalities of their own – all searate from the corporation.

Manufacturers and consumers recognise their values, which help them in maximizing benefits and making decisions.

Brand architecture represents It can be monolithic, endorsed or branded.

The Customer Heartbeat (business model) Costa was part of the largest hospitality company (Whitbread) in the UK, now owned by Coca Cola.

It feels good working in a winning team; work hard to engage, lead, communicate, reward and develop Costa Coffee teams. Having a strong teamwork ethic helps make Costa a great place to work.

Responsible business, people all focus on supporting each other, the communities that grow the products that Costa Coffee sell, the wellbeing of customers and teams and Costa Coffee impact on the environment.

Looking after customers entices them both to return again and again and recommend company to their friends and family. This is what drives consistent sales.

Costa Coffee is constantly innovating to make it easy for customers to buy coffee. Whether by opening DriveThru Costas, developing new types of stores and opening in new locations, Costa Coffee want to welcome all corners of the globe to the Home of Irresistible Coffee.