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MARKETING BRAND EQUITY DUNKIN' DONUTS vs. STARBUCKS
MARKETING BRAND EQUITY DUNKIN' DONUTS vs. STARBUCKS
Dunkin’ Donuts' brand loyalty is rooted in the various factors that the brand has
established through the years of Brand Conversion (Abushanab, 2017). The trade-off
brands to lure consumers of Dunkin' Donuts in patronizing their products. An effort that
competitors have to make for them to convert consumers into liking their brands. Brand
Separation. Brand Separation is the distinct feature that makes consumers buy Dunkin'
Donuts instead of other products available in the same category. Lead time Loyalty. It
necessitates the period to which the consumers require before shifting to a presumed
On the other hand, the brand equity of Starbucks is established through selling
refined and quality coffee together with the other products available. Starbucks Stores
reflect the culture of the place where they are located. The unique “Starbucks
experience” for each customer builds a different level of customer loyalty, almost to the
extent of creating a cult culture (Geereddy, n.d.). The superior customer service that
caters the needs and suggestions of consumers further create the brand equity of
Dunkin’ Donuts portrays the traditional fast-food eateries that cater to the wants
of the public. On the other hand, Starbucks has established an exclusive atmosphere,
which built the premium features of the brand--The extensive product customization and
bigger. According to Delventhal, (2020), Starbucks has dominantly secured more than
30,000 stores compared to Dunkin' Donuts with 13,000 before the pandemic era.
Drinking coffee is perceived as an activity done during a specific time of the day--
usually mornings. Hence, more than the coffee that the store provides, Starbucks has
targeted customers with varying needs during lunch and dinner as well by making
wines, beer, and sandwiches available. Starbucks' adaptive target market and
marketing strategies pave the way for the store to secure its standing. Furthermore,
Starbucks turning into a social activity instead of being just a coffee go-to place has
made people want to go to the store. With this, consumers with higher disposable
through the company's logo, which the managers have done explicitly, despite the
"donuts" word on the brand name. Dunkin' Donuts' menu serves a variety of options,
including healthy meals which consumers could choose. In addition, the interiors reflect
those of the fast-food chains, unlike Starbucks. Dunkin Donuts has more competitive
quality.
the customers need is considered their strength compared to Dunkin’ Donuts. Starbucks
undeniably offers premium than Dunkin’ Donuts. Its priority to the premium experience it
wants to provide has helped them secure its place in the current market.
References
Abushanab, H. (2017, February 28). Brand Analysis, Dunkin Donuts. Retrieved March
4, 2022, from https://issuu.com/halaabushanab7/docs/dunkin_donuts#:~:text=Brand
%20Equity%20Dunkin%20Donuts%20has,separation%2C%20and%20lead%20time
%20loyalty.
Delventhal, S. (2022, January 17). Starbucks vs. Dunkin': An Overview. Retrieved
March 3, 2022, from https://www.investopedia.com/articles/markets/120215/starbucks-
vs-dunkin-donuts-comparing-business-models.asp#:~:text=Starbucks%20has%20also
%20built%20a,competitive%20pricing%20relative%20to%20Starbucks.
foodnewsnews.com. (2022, March 4). Brand Equity of Starbucks. Retrieved from
https://www.foodnewsnews.com/starbucks/brand-equity-of-starbucks/
Geereddy, N. (n.d.). Strategic Analysis of Starbucks Corporation. Retrieved from
chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/viewer.html?pdfurl=https%3A
%2F%2Fscholar.harvard.edu%2Ffiles%2Fnithingeereddy%2Ffiles
%2Fstarbucks_case_analysis.pdf&clen=1402017&chunk=true