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Industry: Email Alert RSS FeedBoost Your Brand Value: Build Worth; Create a Unique Subcategory of a Client's Line of Business, Then Dominate It First.(Media Planner)(Interview)
TelevisionWeek, October, 2006 by Armbruster, Adam
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Byline: Adam Armbruster Special to TelevisionWeek How did Starbucks do it? Why do I stand in a very long line for the chance to pay over $5 for a cup of coffee? The MBAs will tell you that my paying $5 for a cup of coffee makes sense because I feel that Starbucks has high brand worth.
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(By the way, did anyone notice Starbucks's recent price increase?) Yes, my value perception of a cup of Starbucks coffee is so high that I am well off the Consumer Price Resistance Curve; in other words, I'm hooked. How can you build your brand on television and generate this same amazing ...
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