Urth Caffé offers the highest quality desserts to attract customers and create customer loyalty. The business also sources its coffee directly from farmers and roasts its own coffee beans to ensure that it provides the highest quality unique coffee relative to its competitors who rely on industrially produced coffee. The business relies on internet platforms to create awareness of its product through its website. The business also heavily relies on word-of-mouth to inform customers and potential customers of its products. Lastly, the unique products of the business results in existing consumers marketing it to their social and professional networks.
Lessons on Branding
The best brand positioning strategies for any organization or business are not developed by experts, but by people who fully understand the brand because they are passionate about it and they know which attributes to emphasis.
Businesses should focus and highlight points of parity to retain and expand their market share. Points of parity are those desirable attributes that are preferred by consumers that makes consumers prefer certain brand over another one.
A brand should also develop a brand mantra to associate its products with a certain desirable attributes. Brand mantra isoften short statements of less than five words that summarizes the appeal that a brand has over its competitors.
Can he same set branding strategies be applied to organizations of different sizes or different industries?
Why do large corporations spend millions or even billions of dollars on advertising on various media, if advertising is not essential?
Is it important to seek expert assessment on branding campaigns to assess whether they are effective?
Works Cited
Grams, Chris. The Ad Free Brand: Secrets of Building Successful Brands in a Digital Word. Indiana: Que, 2012.
Kumar, A. Marketing Management. New Delhi: Vikas Publishing House Pvt Ltd, 2013. Print.
Leonard, Emerson . Urth Caffé: A Hollywood Success Story. August 2000. Web. 28 February 2015. <http://www.teaandcoffee.net/0700/retail.htm>.
