Partnering As A Means To Improve Brand Value
When you really want to show your visiting guests you care and will give them the very best, do you serve them instant coffee?
You might be wondering if someone has gone crazy, but depending on where you live, the answer might be "yes!", because it is a Brand of instant coffee that is perceived to be above and beyond all the rest, and has continually managed that perception through its messaging, advertising, store placement and partnerships.
While some of this has changed since the "coffee revolution" started by Starbucks swept into Japan, the path to being a higher value Brand is still a great example.