In class we got into mini groups to discuss which brands stood out as "the boss", "the fighter", and "the rest". Our group focused on coffee shop brands, immediately I thought of Starbuck's green mermaid which appears on their beverages. Reasons why Starbucks is known as "the boss" of this category is because everyone has probably had at least one Starbucks drink in their lifetime (their holiday drinks..da bomb), there's a ton of locations, and they also sell their coffee at local supermarkets to increase profit. "The Fighter" is second best, we had to decide between Peet's Coffee or Tully's. Depending on location there might be more Peet's Coffees in Norcal than Socal. But we went with Peet's because their company mimics the strategies of the leading competitor, but hasn't thought of an original idea yet to really set it on the map. "The Rest" is pretty self explanatory, places like Philz Coffee, 7 Eleven, and Dunkin' Donuts which aren't as globally known are categorized here.
Branding is super important its what your company is known for, what differentiates you from the "the rest". Its that moment when you're at the store at you reach for the Ben and Jerry's ice cream instead of the Safeway Select kind. But not everyone is going to be a fan of the strongest contender, thats why there will alway be another brand providing options to everyone.
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