BRAND IDENTITY: INTRODUCING RENEWED CONCEPT FOR COFFEE SHOPS
DOI:
https://doi.org/10.20319/pijss.2015.s21.10561075Keywords:
Brand, Brand Identity, Coffee ShopsAbstract
Building a strong brand identity has become a major marketing concern for many services. In previous years, the focus was on the interaction between the organization and the customers. This study extended previous research by focusing on the concept of coffee shops. A qualitative approach with semi-structured interviews was used to explore the food and beverage industry. The interviews were carried out with 15 independent coffee shops in Christchurch, New Zealand. There were two key findings from this research that indicated attentiveness among the respondents about brand identity, first, a distinctive concept and second, having a fresh concept that will assist the process of brand identity creation. This study contributed to our understanding of how brand identity was built and then connected it to the internal culture of the coffee shop. The findings suggested that the process of creating and building a brand identity was more complicated than just creating the visual imagery in order to build distinctiveness.
References
Aaker, D. A. (2012). Building strong brands. New York, Simon and Schuster.
Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership: The next level of the brand revolution. New York, The Free Press
Ambler, T. (2002). Comment: Customer lifetime values—credible, or utterly incredible? Journal of Targeting, Measurement and Analysis for Marketing, 10(3), 201–202. http://dx.doi.org/ 10.1057/palgrave.jt.5740046
Bitner, M. J. (1992). Servicescapes: the impact of physical surroundings on customers and employees. The Journal of Marketing, 57–71. http://dx.doi.org/10.2307/1252042
Brochado, A. O., Vinhas da Silva, R., LaPlaca, P., Bruwer, J., & Bruwer, J. (2015). Assessing brand personality associations of top-of-mind wine brands. International Journal of Wine Business Research, 27(2). http://dx.doi.org/10.1108/IJWBR-05-2014-0025
Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. The Journal of Brand Management, 12(4), 279–300. http://dx.doi.org/10.1057/palgrave.bm.2540223
Carvalho, J. M., Paiva, E. L., & Vieira, L. M. (2015). Quality attributes of a high specification product: evidences from the speciality coffee business. British Food Journal, 118(1), 132–149. http://dx.doi.org/10.1108/BFJ-02-2015-0059
Christmann, H., Alexander, A., & Wood, S. (2015). Exploring brand identity and entrepreneurship as drivers of small specialist retailer internationalisation: a German case study. The International Review of Retail, Distribution and Consumer Research, 1–17. http://dx.doi.org/10.1080/09593969.2015.1080751
Coleman, D. A., de Chernatony, L., & Christodoulides, G. (2015). B2B service brand identity and brand performance: an empirical investigation in the UK’s B2B IT services sector. European Journal of Marketing, 49(7/8), 1139–1162. http://dx.doi.org/10.1108/EJM-03-2013-0154
De Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management, 15(1-3), 157–179. http://dx.doi.org/10.1362/026725799784870432
Ghodeswar, B. M. (2008). Building brand identity in competitive markets: a conceptual model. Journal of Product & Brand Management, 17(1), 4–12. http://dx.doi.org/10.1108/ 10610 420810856468
Godin, S. (2009). Purple Cow, New Edition: Transform Your Business by Being Remarkable--Includes new bonus chapter. Penguin.
Imber, J., & Toffler, B.-A. (2008). Dictionary of marketing terms. Barron’s snippet.
International, E. (2014). Global Café Culture: Modern Formats, Localised Experience. Retrieved December 28, 2015, from http://www.euromonitor.com/global-cafe-culture-modern-formats-localised-experience/report
Jevons, C. (2005). Names, brands, branding: beyond the signs, symbols, products and services. Journal of Product & Brand Management, 14(2), 117–118. http://dx.doi.org/10.1108/ 10610420510592590
Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.
Keefe, T. J. (2007). Know Thyself: Developing a Strong Employer Brand. American Water Works Association. Journal, 99(8), 20.
Keller, K. (2013). Strategic Brand Management: Global Edition. Pearson Higher Ed.
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.
Kitchen, P. J., & Schultz, D. E. (2003). Integrated corporate and product brand communication (1). Journal of Competitiveness Studies, 11(1), 66.
Konecnik, M., & Go, F. (2008). Tourism destination brand identity: The case of Slovenia. Journal of Brand Management, 15(3), 177–189. http://dx.doi.org/10.1057/palgrave.bm.2550114
Kotler, P. (1997). Marketing Management-Analysis, Planning, Implementation, and Control, Prentice Hall. Inc., New Jersey.
Lawrence, B., & Kaufmann, P. J. (2015). IDENTITY TENSIONS IN BUSINESS-BASED BRAND RELATIONSHIPS. Strong Brands, Strong Relationships, 310.
Lory, M., & McCalman, J. (2002). Management consultancies as brands: Can David learn from Goliath? The Journal of Brand Management, 9(6), 412–429. http://dx.doi.org/10. 1057/ palgrave.bm.2540089
Muniz Jr, A. M., & O’guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412–432. http://dx.doi.org/10.1086/319618
Namkung, Y., & Jang, S. (2008). Are highly satisfied restaurant customers really different? A quality perception perspective. International Journal of Contemporary Hospitality Management, 20(2), 142–155. http://dx.doi.org/10.1108/09596110810852131
Nandan, S. (2005). An exploration of the brand identity–brand image linkage: A communications perspective. The Journal of Brand Management, 12(4), 264–278. http://dx.doi.org/10.1057 /palgrave.bm.2540222
Phillips, B. J., McQuarrie, E. F., & Griffin, W. G. (2014). How visual brand identity shapes consumer response. Psychology & Marketing, 31(3), 225–236. http://dx.doi.org/ 10.1002/mar.20689
Pugliese, M. J., & Cagan, J. (2002). Capturing a rebel: modeling the Harley-Davidson brand through a motorcycle shape grammar. Research in Engineering Design, 13(3), 139–156.
Rashid, S. M. (2012). An Exploration of the process of brand identity building and internal organisational culture. Lincoln University.
Schultz, M. (2002). Who owns the brand? Marketing Management, 11(5), 8.
Shostack, G. L. (1977). Breaking free from product marketing. The Journal of Marketing, 73–80. http://dx.doi.org/10.2307/1250637
Vallaster, C., & De Chernatony, L. (2005). Internationalisation of services brands: The role of leadership during the internal brand building process. Journal of Marketing Management, 21(1-2), 181–203. http://dx.doi.org/10.1362/0267257053166839
Vanauken, B. (2002). The brand management checklist. London.
Zaichkowsky, J. L. (2010). Strategies for distinctive brands. Journal of Brand Management, 17(8), 548–560. http://dx.doi.org/10.1057/bm.2010.12
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2015 Authors
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
