The brand perception impact of advertising for Starbucks Company Essay - 2

The brand perception impact of advertising for Starbucks Company - Essay Example Management judgment has also become an important factor as it determines the location scheme based on the information gathered from the consumer. According to Davies (2003), the information is mainly comprised of expectations for the products and what it could offer, putting an emphasis on its difference from competitors. These dynamic approaches have produced models that have been used for historical sales and marketing data, while Mathieson (2005) cited that the models shaped by the advertising media were also seen as effective maneuver for improving brand performance. According to (Wesly & Manatt 2008), in order to effectively position one brand in the market, a marketing executive needs to consider four fundamental changes that have serve as driving forces of brand positioning in the market. According to Wesly & Manatt (2008), these are: 1. The explosion of internet and other technology driven channels that resulted into numerous methods of improving one brand presence. One significant characteristic is that this change has increased the targeted audience, making the brand more known to a large number of people in a span of minutes or seconds. 2. Technology has also resulted into the increase of word of mouth. Technology presented a much efficient and faster way of sharing brand information such as the internet, wherein customers could shop online while talking to one of their friends via chat room. According to Bazerghi, Tarrant, Munro & Levine (n.d.), this method has significantly improved how brand presence is shaped as most people use the internet nowadays, and that there is about 40 percent of total market consumers that are into online shopping. Word of mouth specifically helps in the positioning of a brand in the market, as it directly helps in the pinpointing who are the customers that avail the product most of the time. 3. Business partnerships have opened new paths to increasing brand presence and