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 the brand’s identity, its image, and the changes coming from competing brands, future trends and innovations. These gaps will ultimately aid us in forming a whole new brand purpose for The Coffee Bean & Tea Leaf.

Click on the coffee bags below for our analysis!


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