Assignment One: Brand Identity

For Assignment 1, we first researched into The Coffee Bean & Tea Leaf (CBTL)’s origins and the thought processes behind the brand. We then assessed CBTL’s overall and localized business strategy alongside their 2 main competitors and their brand positioning.

Assignment One: Brand Identity

For Assignment 1, we first researched into The Coffee Bean & Tea Leaf (CBTL)’s origins and the thought processes behind the brand. We then assessed CBTL’s overall and localized business strategy alongside their 2 main competitors and their brand positioning.

Assignment Two: Brand Image

The next stage is set for us to delve deeper into the brand and uncover its brand image in the minds of consumers. The key objective being to find out the role in which our brand plays in their lives.

Assignment Two: Brand Image

The next stage is set for us to delve deeper into the brand and uncover its brand image in the minds of consumers. The key objective being to find out the role in which our brand plays in their lives.

Assignment Three: Brand Value

Using the valuation methods discussed in class, our group has created several charts and diagrams to estimate the financial value of our brand and to identify what leads to these values.

Assignment Three: Brand Value

Using the valuation methods discussed in class, our group has created several charts and diagrams to estimate the financial value of our brand and to identify what leads to these values.

Assignment Four: Brand Challenge

After collecting inputs from our fellow classmates during the Brand Frenzy, our group has to identify the brand challenges for The Coffee Bean and Tea Leaf. While keeping in mind the value drivers of our brand, we analyzed the gaps between

Assignment Four: Brand Challenge

After collecting inputs from our fellow classmates during the Brand Frenzy, our group has to identify the brand challenges for The Coffee Bean and Tea Leaf. While keeping in mind the value drivers of our brand, we analyzed the gaps between

Assignment Five: Brand Strategies

Brand Purpose Brand Promise We believe love is a universal truth; and we at Coffee Bean & Tea Leaf are dedicated to building quality and intimate relationships with every customer, family and community. Brewed with genuine passion, affection and warmth,

Assignment Five: Brand Strategies

Brand Purpose Brand Promise We believe love is a universal truth; and we at Coffee Bean & Tea Leaf are dedicated to building quality and intimate relationships with every customer, family and community. Brewed with genuine passion, affection and warmth,