Introduction
During the development of technological society, branding strategies evolved to fulfill customers’ needs. Many companies altered their positioning, target market, communication approach, and marketing methods. Companies in every industry incorporate a customer-oriented approach to determine the best practices to enhance income and a loyal customer base. It is crucial to analyze how brands attract customers to define the systematic approach to the knowledge of successful branding.
Brand Research
According to Dwivedi and McDonald (2020), the adopted indicator of an evaluation of a brand is consumer willingness to pay a price premium (WPP) for the brand. The researchers determined two mediated approaches for enhancing WPP: through brand attitude and brand trust. Starbucks utilizes the first method of attitude to attract consumers. The brand seeks to build a positive reputation by protecting the environment and supporting charitable causes. Their coffee shops offer free Wi-Fi access and a lounge area where customers may relax or study. As it places a strong emphasis on the community, the business also makes an effort to encourage social responsibility. Starbucks offers options for a variety of employment, including recruiting refugees and offering young people a career. Considering the symbolic benefits to Starbucks’ self-image provided by such a strategy, brand attitudes are expected to correlate with customer willingness to pay a premium positively.
The company’s competitor, Dunkin’ Donuts, uses the opposite strategy of attracting more customers and gaining their WPP. While the macroeconomic environment has an impact on Starbucks, the company has a consumer base that is more resilient and less price-sensitive, Dunkin’ targets customers that expect quality for a lower price. Working people seeking a pay-as-you-go experience are their target market, while their motto states that America runs on Dunkin (Suci et al., 2022). Consequently, consumers are predicted to devote cognitive and behavioral resources to maintaining their commitment to the trusted brand, which fosters associations of competence and reliability in prices.
Brand Message Analysis 1
The act of encouraging clients to interact with products or services to benefit a company is commercial marketing. One of the primary tools of communication with customers is commercials. Their goal is to engage potential customers in a product and brand. TV and social media advertising is an important channel through which brands communicate with their audience. The purpose is often to increase brand recognition and promote positive brand perceptions, which may eventually result in the development of brand equity in the form of a devoted customer base. The vital role is played by marketing platforms, brand messages, and advertising style. Through analysis of the 90s Starbucks commercials, it is evident that the chosen platform was television due to the plot-driven message and fictional setting (Chris Duguay, 2015). However, the central message revolves around the brand product being the saving element for the customers, depicted as office workers suffering from thirst. Thus, the main idea illustrates that Starbucks coffee is a necessary product for office employees. The message highlights the brand-central approach and defines desk workers as the primary target category.
The modern Starbucks commercials completely altered the approach and style according to current trends. The video (Ads of Brands, 2021) is shortened and made with the shot transitions popularized through the TikTok app, which makes the commercial more appealing to the youth. The platforms are now social media, such as Instagram, TikTok, Facebook, and YouTube. The video features various people, showing the expanded diversity of the target market. Additionally, the new message includes a variety of coffee, and custom cups, marked by the customer’s name, which positions them in the central focus. The customer-oriented approach is also displayed through the choice of options provided by the coffee shops, such as study opportunities, leisure with a book, lunch with friends, or after-work meet-ups. The slogan supports the new strategy; it starts with you (Ads of Brands, 2021). The emphasis now is not only on the target market’s needs but also on the customers’ impact on the Starbucks branding. Thus, the message is coded into the depiction of ways customers shape the brand and are the main element of the company. The core idea of prioritizing the buyer creates the association of strong self-value, which the Starbucks brand aims to awaken in its customers.
Brand Message Analysis 2
Dunkin’ Donuts underwent more transformational changes in its communication with the target market. However, it utilizes the same ways of communication through commercials as its main competitor – Starbucks. Like Starbucks’ older commercial, Dunkin’ is oriented on television, providing plot-driven advertising with distinct characters. The slogan of 1980s commercials is Time to Make the Donuts (Ewjxn, 2017). It proves that the main product category was food and donuts; however, the company’s strategy remains the same. At the end of the video is the news about coupons for the discount in the shop. The primary idea of the 1987 clip is that customers are the number one priority for the brand. It is supported by the claim that the hard work of making donuts is worth it, and “you’ll think it’s worth it” (Ewjxn, 2017, 0:21). Therefore, the focus of the message is the customer’s approval of the products and invitation to try the make sure of it.
The new approach for Dunkin’ advertising is similar to the changes applied by Starbucks. The shift towards shorter videos without distinct plot points but a clear message. The customer-oriented approach remains, but the focus is shifted toward the beverages industry. Hence, the idea of the commercial of 2021 is that Dunkin’ Donuts will help you to live more efficiently in a working routine with their coffee, positioning the brand as a supporting element of everyday life. The deferential point from Starbucks is that Dunkin’ marks the price at the end of the commercial, supporting their policy of affordability over additional services (SN®, 2021). The similarity, however, is the inclusion of people of various occupations and ages as a mechanism for broadening the target market. Their core message states that customers themselves are the main priority; they create the future and live their life, while Dunkin’ Donuts remains a reliable everyday companion, providing always affordable and best quality coffee.
Brand Application
The brand messages of the modern commercial of Starbucks and Dunkin’ Donuts are both oriented toward addressing society’s needs in everyday life. The idea of customer prioritizing is the leading element of brand communication. However, there is a difference in the service positioning. While Dunkin’’s strategy revolves around affordability for everyday coffee consumers, Starbucks’ communication reflects the diverse range of experiences that coffee shops provide.
The messages correlate to the brands’ strategies in terms of attitude and trust. In Starbucks’ case, a positive brand attitude raises consumers’ subjective and intangible evaluation of a brand above and beyond its perceived worth from an objective standpoint (Dwivedia & McDonald, 2020). On the other hand, Dunkin’ Donuts is a trusted, affordable brand regarded as a valued partner in which consumers may invest time, personal loyalty, and money.
Conclusion
Brand positioning and customer communication are crucial elements of a successful marketing campaign. The example of Starbucks and Dunkin’ Donuts shows how opposite marketing approaches can create unique branding and attract loyal customers to competing companies. Messages are coded in customer policy and desire to create a uniting atmosphere between visitors and the company. Thus, through commercials, brands communicate with the target market to establish a connection and define the core ideas.
References
Ads of Brands. (2021). Starbucks: It starts with you [Video]. YouTube. Web.
Chris Duguay. (2015). Very rare 90’s Starbucks commercial [Video]. YouTube. Web.
Dwivedia, A., & McDonald R. E. (2020) Examining the efficacy of brand social media communication: A consumer perspective.Journal Of Marketing Theory and Practice, 28(4), 373-386. Web.
Ewjxn. (2017). 1987 Dunkin Donuts “Time to make the donuts” TV Commercial [Video]. YouTube. Web.
SN® (2021). Dunkin’ Commercial 2021 – (USA) [Video]. YouTube. Web.
Suci, A., Maryanti, S., Hardi, H. and Sudiar, N. (2022) Willingness to pay for traditional ready-to-eat food packaging: examining the interplay between shape, font, and slogan, Asia Pacific Journal of Marketing and Logistics, 31(8), 1614-1633. Web.