This word association map is a general depiction of the strength of The Coffee Bean & Tea Leaf’s brand awareness and brand image, using words and descriptions of what consumers think of when they think of CBTL. Our group casually asked our friends and family on what came to mind upon hearing “Coffee Bean & Tea Leaf”.
Our word association map above shows the results of our personal surveys and research on online forums and blogs. We found that the more common associations are “Coffee”, “Tea”, “Cakes” and “Breakfast”. Although technically accurate, these words seem categorically diverse and are very commonly associated with many run-of-the-mill coffee joints and cafes. This goes to show that The Coffee Bean & Tea Leaf does not have a selling point unique enough to make it on the average consumer’s list of top-of-the-mind recall.