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1. Brand StrategyBrand Strategy

2. Brand StrategyBrand Strategy
Developing Brand Vision
Establishing Brand Position
Fulfilling Brand Contract
Communicating Brand Position
Measuring RoBI

3. A Brand Contract isA Brand Contract is
a list of all promises the brand
makes to customers. Such a
contract is executed internally,
but it is defined and validated
externally by the marketplace.

4. Brand Contracts can
and should change
over time. New
promises can be
added, other promises
can be updated, and
irrelevant promises can
be deleted.

5. A Brand ContractA Brand Contract is a critical piece of the
brand position because it helps to further
define marketplace perceptions and
expectations and forces managers to be
honest with themselves.

6. In addition to positive promises to customers, a
Brand ContractBrand Contract can contain negative promises
or attributes. It is important to build on the strong
brand promises and mitigate the negative ones.

7. Starbucks' Implicit Brand ContractStarbucks' Implicit Brand Contract
• Provide the highest quality coffee available on the market today
• Offer customers a wide variety of coffee options as well as com­
plementary food and beverage items
• Have an atmosphere that is warm, friendly, homelike, and
appropriate for having a conversation with a good friend or
reading a book
• Recognize that visiting Starbucks is as much about the
experience of drinking coffee as it is about the coffee itself