Every aspect of the Starbucks experience makes the consumer feel as though they are getting the highest-quality product and service offered. Every store is lavishly decorated to invite people in to “smell the coffee”; Starbucks sells the most well known brands of coffee machine products in the market; even the drinks are mostly priced above $3.00 (in comparison to the average drink at comp

· Rugged, outdoorsy, tough, athletic

Brand equity is defined as the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory (Solomon 195). If a company can understand the components of their product and how consumers connect to it, then they can create a brand personality to appropriately market to that target audience. Brand personality is the set of traits people attribute to a product. Some of these perceived characteristics include:

· Surprising, lively, “with it”

· Old-fashioned, wholesome, traditional

Starbucks has had amazing success using brand equity and brand personality just by positioning their stores in key geographic locations. In Chicago, for example, one can find a Starbucks on almost any corner downtown. Business districts and prime real-estate areas where consumers tend to have hig

Some topics in this essay:
Starbucks Products, Behavior Buying, Starbucks Rolls-Royces, , Dunkin Donuts, Michael Solomon, brand personality, brand equity, brand equity brand, equity brand, consumer behavior, brand starbucks, cup coffee,