Starbucks is another brand that provokes bipolarity. There are the Fans that prefer the Starbucks coffee-creations over any other coffee-shop and there are the Haters that consider the coffee as too expensive, the product as not fair traded and the people that actually consume it as stupid.
But fact is that Starbucks created a perfect workplace for the technological depended world nowadays. Its coffee-shops offer a place where you are invited to stay even after you drank your coffee and work with your internet device and the free WiFi. The concept is great and was innovative but now many followers copied and improved it and even offer cheaper prices.
Nevertheless, Starbucks remains still a Lovemark, customers maintain loyal not at least because Starbucks is considered as the “original” one. Entering the office or the University holding a Starbucks plastic cup still goes along with a feeling of business-life and big-city-stlye.
LOVEMARKeting 
Actually, I disagree with the notion of starbucks being overly expensive. Food – yes. But drinks: I think the price is fair.
Germany:
If you get coffee to go at something like a Kamps or a little bakery, the coffee does not have the same quality and is mostly just brewed. Their espresso drinks all suck.
So I don’t think this is comparable.
If you go to a real cafe in a good location (inner cities), prices charged at Starbucks aren’t higher; at least that’s what it seems to me/the cafes I go to.
US:
Starbucks is not expensive here. A normal brewed coffee is less than 2$. An espresso drink is 2.50$ (small).
Sure, their specialty drinks are expensive, but where do you get those except starbucks?
Plus, Starbucks competitors (like Peet’s), who offer the same service like customized drinks and free wi-fi, charge even more!
Thanks for your insights, Chris!
So would you consider Starbucks as a lovemark?
I would define lovemarks as brands, for that people are willing to charge a price premium because of the special feeling the brand gives to them.
If Starbucks is not overly expensive, would it still be a lovemark?
I am interested in your opinion!
I cant really answer your question because I dont know if the term “lovemark” is really talking about willingness to pay, or just about how brands are perceived.
If willingness to pay is not included in the original framework, you could make your topic “lovemarks and its influence on willingness” to pay.
I am no marketing expert, so this is just a thought I`m having. 🙂
PS: Instagram is free, so willingness to pay is not relevant for this brand…
You are right Chris, willingness to pay is not included in Kevin Roberts’ concept, there are Lovemarks like Instagram that have free products and Lovemarks that can be countries like Italy or famous people like Nelson Mandela:)
But since the concept is talking about loyalty beyond reasons, I think that you can say that the fact of being a Lovemark explains why people are willing to pay more for some brands, explained by the emotional added value they provide. In the case of Apple, Havaianas and Starbucks it is true to some extend. But the fact that their prices differ between countries but love towards the brands doesn’t, may be a hint that you are right!
In my comments about Starbucks and Apple I am highlighting the fact, that these brands are not unconditionally loved but also have haters that always almost complain about the high prices. For Starbucks people, who think so should read your arguments!
Let’s stay with this conclusion: Owning a Lovemark enables a company to charge premiums without losing the customer’s loyalty. But just having premium prices doesn’t make your brand a Lovemark!
In my opinion Starbucks is dfinitely one of the most famous lovemarks worldwide.
People, especially the younger generation, go there in order to get either one of the super-duper calorie-bombs that taste of nothing, but sugar and other artificial flavours, or to drink another “coffee”-speciality that reminds me rather of milk with a tiny scent of coffee, than anything else.
As you might guess, I am not a fan of Starbucks Coffee. It simply doesn’t taste like coffee’s supposed to taste, in my opinion.
The great success Starbucks has, despite the fact, that one can get real good, tasty coffee in other coffee places (Segafredo coffee bars are unbeatable!), shows the awesome marketing strategy Starbucks has been using over the years. Great performance. People buy their coffees there because going there, holding a starbucks paper cup in your hands is SYMBOLIC. Drinking Starbucks coffee is hip, it’s cool, celebreties do it. It gives ppl a business – big – city -life – important feeling they long for. It makes them feel good, because they love it.
Perfect lovemark!
Yes! Finally someone writes about stabucks coffee.
I am happy you like it;)