Thursday, 26 April 2012

Branding(Yi Chieh, Sandy, Jiajun)

Business: Cafeteria
Brand: Unbound Café (Un bon café)
Tagline: Unbound yourself, have some coffee~
Similar Business: Starbucks
Branding Strategy: The original name of Starbucks was Pequod, from the book Moby-Dick. But this was rejected by its co-founders. Thus, they named their cafe after the coffee-loving chief mate on the Pequod, Starbuck. They sell freshly-brewed coffee and coffee-brewing products. Starbucks' branding strategy is very unique as you rarely see Starbucks advertisements on television or on newspapers. It is so famous because it places a huge emphasis on its coffee quality. It also innovated a lot of different types of coffee.

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