Brand Management
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The power of authenticity in building a strong and trusted personal brand

The power of authenticity in building a strong and trusted personal brand | Brand Management | Scoop.it
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Rescooped by Craig S from Public Relations & Social Media Insight
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Strong Brands Always Have More Brand Credits Than Debits: A Starbucks Lesson

Strong Brands Always Have More Brand Credits Than Debits: A Starbucks Lesson | Brand Management | Scoop.it

The Starbucks Coffee marketing research department is kept busy providing oodles and oodles of insights into the Starbucks brand through yearly brand audits. And take it from this former long-time Starbucks marketer: The company learns a lot from these studies.

 

However, when it comes to measuring and managing the Starbucks brand on a daily basis, the Starbucks marketing department generally relies on a much simpler method—a brand checkbook.

 

Just as your personal checkbook has credits and debits, a brand checkbook has credits and debits in the form of brand credits and brand debits. "Brand credits" are business activities that enhance the reputation and perception people have of a brand, and "brand debits" are those that detract from the reputation and perception of the brand....


Via Jeff Domansky
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I think this thing is cool

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Jeff Domansky's curator insight, August 4, 2013 5:54 PM

How Starbucks measures up using the simple concept of "brand credits and debits." Very interesting concept worth exploring.