The arguments proposed my classmate, Emily Chen, demonstrate the relationship between a Starbucks drink and brand positioning and materialism. Although a Starbucks coffee is ridiculously expensive, it is still a popular drink in many places around the world. Emily established that Starbucks cleverly manipulates its brand to stand out among other coffee brands and assertively charge high prices for their merchandise. Purchasing a Starbucks coffee entails more than just grabbing a drink, as the ambiance of the coffee shop is also part of the Starbucks experience. Comfortable couches and comfortable ambiance allow for casual socializing with friends and family. Moreover, carrying a Starbucks beverage can signify a social status because of its high cost. Although a Tim Horton’s coffee may taste better than a Starbucks drink, many would still prefer to buy a Starbucks drink because of the brand. This shows how significant brand positioning is. Emily effectively conveyed the way Starbucks succeeded in becoming a high brand by adjusting their appeal to their customers.

Weblink: https://blogs.ubc.ca/emilychen/2012/10/09/would-you-like-coffee-with-this-experience/