Kantar Millward Brown Report Shows Steady Brand Perception and Consumer Sentiment for Starbucks Brand
March 10 2017 - 1:06PM
Business Wire
Today, Starbucks (NASDAQ:SBUX) shared a letter sent by Kantar
Millward Brown – a leading multinational market research firm – to
Starbucks Chief Strategy Officer Matt Ryan. The letter, from Brian
James, the firm’s President, Brand and Communications practice,
highlighted findings refuting information currently in the
marketplace based upon research reports and speculative data about
Starbucks business performance.
“Over the past week, there has been misinformation widely
disseminated in the market about our brand, and stakeholders need
the facts,” said Ryan. “The following note came from the
president of Kantar Millward Brown – our long-term partner in
providing brand and consumer equity research – clarifying current
Starbucks brand perception. Reports suggesting anything other than
this should be viewed skeptically and do not reflect the customer
satisfaction and perception trends we are seeing so far in
2017.”
James’ letter stated: “Kantar Millward Brown has provided
continuous Brand Equity measurement for Starbucks since 2013.
Following the recent release of results from a YouGov Brand Index
Survey, several news organizations have reported that Starbucks is
suffering from consumer backlash related to its announcement to
hire 10,000 refugees globally over the next five years. Such
backlash or declines are not substantiated in our own measurement
of Starbucks Brand Health and Consumer Sentiment. Kantar Millward
Brown has conducted ongoing monthly measurement of Starbucks Brand
Perceptions and Consumer Sentiment toward the Brand and saw no such
impact in February 2017. In fact, in February 2017—after the
announcement—we did not observe any substantive impact on Customer
Consideration, Future Visitation Intent or Brand Perceptions or any
other key performance metrics for the Starbucks brand.”
About Starbucks
Since 1971, Starbucks Coffee Company has been committed to
ethically sourcing and roasting high-quality arabica coffee. Today,
with stores around the globe, the company is the premier roaster
and retailer of specialty coffee in the world. Through our
unwavering commitment to excellence and our guiding principles, we
bring the unique Starbucks Experience to life for every customer
through every cup. To share in the experience, please visit us in
our stores or online at
http://news.starbucks.com or www.starbucks.com.
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