BRAND LEADERSHIP PLAY IN CUSTOMER’S PERCEPTION
WHAT ROLE DOES BRAND LEADERSHIP PLAY IN CUSTOMER’S PERCEPTION IN THE F&B INDUSTRY: A CASE STUDY OF STARBUCKS IN THE ASIA PACIFIC REGION
Sample Solution
The role of brand leadership plays a pivotal role in customer’s perception of an organization within the F&B industry. This is particularly true for Starbucks, one of the largest and most recognizable coffee chains in the world. The company has been able to maintain strong growth and success in the Asia Pacific region by leveraging its brand leadership strategy. According to a study conducted by Tuan, et al (2018), Starbucks’ brand leadership consists of four core components: product quality, innovation, corporate social responsibility (CSR), and customer service satisfaction. These elements are key factors that influence customers’ perception when deciding where to purchase food or beverage products.
Product quality is essential for any successful business, but it can be especially important when it comes to food and beverage items. Customers want to know they are getting high-quality products at a reasonable price point; this is an area where Starbucks excels with their range of freshly brewed coffees made from superior ingredients sourced from around the world. Additionally, Starbucks utilizes innovative brewing techniques that keep their coffee tasting fresh while also introducing new flavors on a regular basis.
Starbucks also places great emphasis on CSR initiatives such as sustainable sourcing practices and ethical labor standards. They have developed robust sustainability programs designed specifically for small-scale farmers who provide them with high-quality coffee beans which further enhances their reputation as an ethical company . Furthermore ,their commitment towards delivering exceptional customer service stands out among competitors since each store provides friendly baristas who ensure customers receive personalized attention upon arrival .
Overall ,the combination of these four elements demonstrates how strategic brand leadership can shape customer’s perceptions about organizations operating within the F&B industry . In particular ,Starbucks ‘ability attract retain customers through offering superior products coupled with top notch services supported excellent sustainability efforts has enabled become leading global provider premium beverages across Asia Pacific region setting benchmark other companies strive to reach.
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