Starbucks Brandscape and Glocalization
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Starbucks Brandscape and Glocalization

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My lecture's presentation concerns regarding starbucks brandscape and its perception. ...

My lecture's presentation concerns regarding starbucks brandscape and its perception.

Original source: Craig J. Thompson and Zeynep Arsel
http://zeyneparsel.files.wordpress.com/2010/06/thompson-arsel-jcr.pdf

https://twitter.com/#!/metehanyilmaz

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  • Who’s going ?
  • 3rd place
  • There’re more than 14000 Starbucks, Giant Competitor, Fatigue, Compare. What about interviews ?

Transcript

  • 1. Objectives  What’s Glocalization ?  Why people go Starbucks ?  Local Café’s condition ?  İntegrated Branding  What about you ?
  • 2. Glocalization !?  By definition, the term ‘glocal’ refers to the individual, group, division, unit, organization and community which is willing and able to ‘’think globally and act locally’’.  Flexible, correspond, culture.
  • 3. What’s exactly Starbucks ? ‘’We changed the way people live their lives what they do when they get up in the morning, how they reward themselves, and where they meet.’’ Orin Smith, Starbucks CEO İs that true ?
  • 4. Dandy ?
  • 5. Young ?
  • 6. Professionals ?
  • 7. EVERYBODY ?
  • 8. Brandscape !?İn the consumer research literature theBrandscape:generally refers to consumers’ activeconstructions of personal meanings andlife style orientations from the symbolicresources provided by an array of brands.
  • 9. Starbucks Brandscape  The contours of this hegemonic brandscape are formed by Starbucks’ iconic cultural status.  İt’s bold and expressive latte lingo  İt’s Euro – İnspired modern décor  İt’s upscale, corporate ambiance
  • 10. Local Cafes
  • 11. İnterviews ‘’I don’t like Starbucks because it seemed like every time I was there the people have their laptop and then they have their New York Times or whatever, their espresso and it just seems sterile. There was nothing, like here it’s a little gothic and a little different. So, it seemed too sterile, it just felt uptight. It just seemed like I didn’t fit’’. Scott I consider myself a corporate misfit. And what I mean by that is I once worked in a very corporate, very professional setting. And I did not like it. I prefer a more open casual environment. So I look at Starbucks being corporate and I don’t like that. It feels stiff, it doesn’t feel comfortable. I don’t feel like I can be myself there. Java Jive is very different. Java Jive is quirky. You have different people who work there. The clientele is very funky. There are lots of different people that hang out there. I can do Java Jive. Cooper
  • 12. ConsequenceSeen in this light, the much-discussed corporate strategy of integrating brandsinto consumer lifestyles can be an impetus toward a broader social dialoguewhereby the brand is constructed, contested, appropriated, reconstructed, andotherwise infused by myriad cultural discourses.The brand becomes a cultural model that consumers incorporate into theirpersonal outlooks, embodied practices, and communal identities. Rather thanthinking about brands or experiencing emotions toward a brand, consumersmay come to think and feel through the discourses and material forms thatconstitute the brand’s cultural form.