This extension has great reviews because of its simple and brand oriented outlay. The product has had great success because Starbucks chose to extend its brand to something its market likes. The marketing research adduced that at least 50% of their clientele also drink coffee liqueur. The coffee liqueur is in beverage form. This helps make their brand identification the same (De Mesa, 2005). Starbucks seems to have gone for a product line that is similar to product they are renowned for and enjoyed by almost a half of their biggest fans. This confirms that they knew their market really well before engaging in brand extension since it is pointless extending your brand to something that doesn't relate to whatever else you are selling. This has a potential of confusing the consumer and eventually ruining the relationship you have built with them (De Mesa, 2005). The reason why Starbucks and other companies that engage in brand extensions are successful is because they understand the market dynamics and know what their consumers like best. They normally choose wisely when putting their label on any brand.
The coffee liqueur is sold in 750 ml bottles. The way it is packaged shows that three elements are in play namely the liquor, coffee, and Starbucks (De Mesa, 2005). The shape of the bottle is a replica of a cocktail shaker with a functional lid that is also used in measuring the shots. The stars in Starbucks logo are echoed in reverse color band around the bottom...
Dark espresso replaces the traditional silver color of the shaker to evoke the deep, rich coffee for which Starbucks is famous.
Where as liquor brands mostly display complicated and elaborate bottle labels, Coffee Liqueur's bottle designers; nevertheless, opted for a minimalist painted label and raised glass approach with the famous green logo directly centered on the espresso background (De Mesa, 2005). The product descriptor "Coffee Liqueur" is presented below the green logo in complimentary white and tan. The name Starbucks are encrypted on the front of the bottle in highly understated displays. Of all the Starbucks brands sold in retail channels the green logo that pops from the sea of competing brands placed next to it is an effective minimalist approach. The generic descriptor of Starbucks coffee liqueur is refreshingly clear (De Mesa, 2005).
References List
De Mesa, a. (2005). Starbucks Coffee Liqueur. Retrieved July 11, 2013 from http://www.brandchannel.com/features_profile.asp?pr_id=225
Gemma, C. (2011). Starbucks drops "coffee" from Logo as it Eyes Brand Extensions. Retrieved July 11, 2013 from http://www.brandrepublic.com/news/1047988/
Kaushik, P. (2012). Starbucks Bets on Innovation, Brand Extension, and Mobile Commerce.
Retrieved July 11, 2013 from http://www.dailydealmedia.com/789starbucks-bets-big-on-innovation-brand-extension-and-mobile-commerce/
