Creating a unique market identity : a case study in effective brand positioning of 39ers coffee shops in Apas, Cebu City / Niña Jeanna Acdal, Kylie Morcada, Angelo L. Olais, Ricardo A. Seno, and Madelle M. Sumabong.
Material type:
TextPublisher: Cebu City, Philippines : University of Cebu-Banilad, c2024Description: vi, 176 pages : colored illustrations ; 11 cmContent type: text Media type: unmediated Carrier type: volumeSubject(s): Brand positioning | Coffee shops | Competitive market | Customer loyalty | Strategic branding | Business sustainability | 39ers Coffee Shops -- Cebu City | Affordable beverages | Health-conscious productsSummary: "In a highly competitive market, effective brand positioning is crucial for businesses to establish a unique identity and foster customer loyalty. This is particularly important for coffee shopswhich face intense competition from global chains, evolving consumer preferences, and economic challenges such as inflation and supply disruptions. Strategic brand positioning enables local coffee shops to differentiate themeselves and achieve long-term sustainability.
This study employed a case study approach to investigate how 39er Coffee Shop in Apas, Cebu City strategically positions its brand to maintain competitiveness and business stability. Data were collected through structed interviews with four purposively selected owners, focusing on key brand positioning elements including location, product offerings, and brand identity. This qualitative method provided an in-depth understanding of how targeted strategies contribute to the shop's resilience and growth." --Abstract
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College Library Periodicals Index | T Ac29cr 2024 (Browse shelf) | Not for loan | 3UCBL000029053 |
Includes bibliographic references.
"In a highly competitive market, effective brand positioning is crucial for businesses to establish a unique identity and foster customer loyalty. This is particularly important for coffee shopswhich face intense competition from global chains, evolving consumer preferences, and economic challenges such as inflation and supply disruptions. Strategic brand positioning enables local coffee shops to differentiate themeselves and achieve long-term sustainability.
This study employed a case study approach to investigate how 39er Coffee Shop in Apas, Cebu City strategically positions its brand to maintain competitiveness and business stability. Data were collected through structed interviews with four purposively selected owners, focusing on key brand positioning elements including location, product offerings, and brand identity. This qualitative method provided an in-depth understanding of how targeted strategies contribute to the shop's resilience and growth." --Abstract
Adult
Biore, Christopher College of Business and Accountancy Business / Management
Text in English
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