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It currently has 13 million Starbucks Rewards members, approximately 9 million mobile paying customers and more than USD 6 billion loaded onto prepaid Starbucks Cards in North America in 2016 alone. The footprint of the brand increased to cover Russia in 2007 and it opened its first store in Ho Chi Minh City, Vietnam in 2013. Kevin served the company in its board of directors since 2009 and has been the COO of Starbucks since 2015. When you see that logo, you think coffee and Starbucks. Most of these are not new processes for Starbucks to administer but there is a need for consistent implementation across their global operations.Despite the popular notion supported by hard facts and latest research, which argues that brand equity is the surest way to protect competitive advantage, the global recession and the consequent focus on pricing to win customers did erode Starbucks’ equity at that time.Martin Roll enables global clients to deliver business impact and drive long-term value. The company’s few television ads generally focus on specific product offerings highlighting the Starbucks way of preparing them and for promotional campaigns (e.g. The growing market has also seen a sharp uptick in BrandIndex’s Impression metric, which asks whether people have a generally positive or generally negative image of a particular brand. In February 2014, it entered Brunei, the 15th market in the Asia Pacific Region and the 64th market globally for the company. 1108 Words 5 Pages. When cost cutting was the dominant paradigm of the industry, Starbucks chose to emphasize non-routine procedures to create excitement among the baristas instead of streamlining procedures to minimize cost. But the key thing to note is that the campaign still focuses on the customer experience, which is a direct link with the core values and philosophy.Competitors easily copy the innovation concepts in the coffee drinking industry, which include different origin espressos, season specific drinks, new flavors and additives and promotions. The company has more than 26,000 stores in 75 countries worldwide and is expected to maintain a strong growth momentum in 2017.The company, without doubt, is a successful global marketer with significant experience in entering and establishing themselves in new markets. See the Uber Eats app for details. The brand has taken rapid strides towards implementing an organisational wide innovation strategy by investing in new technology, redesigning store layouts and investing in new concept stores.In addition, another pillar of Starbucks’ brand philosophy is to be a responsible and socially ethical company. The real world evidence of this power in the mind for the brand is the popularity level it enjoys even though the pricing is higher than many of its competitors.Starbucks has had its fair share of challenges in its history. Because neuroscience research looks at changes in brain activity when exposed to brands and price points, the results were considered more believable than traditional market research. Such an inclusive notion of innovation facilitates achieving dual purposes that eventually supports a brand’s competitive advantage. This is important because customers get educated very quickly in today’s inter-connected world and their levels of expectation around basic and hygiene customer experience is constantly being elevated. In 2014, it announced that it would pay for its US employees to complete an online bachelor’s degree at Arizona State University.