Starbucks released a letter from a market research firm that refutes that the coffee giant’s brand perception dropped after the company vowed to hire 10,000 refugees in response to President Trump’s travel ban order.
The market research firm, Kantar Millward Brown, has worked with Starbucks since 2013 to commission brand perception insights on behalf of the coffee chain. The study is conducted online with a nationally representative sample of adults 18 and older. They didn’t find any substantive changes to the Starbucks brand, according to a letter they sent the company.
“Kantar Millward Brown has provided continuous Brand Equity measurement for Starbucks since 2013. Following the recent release of results from a YouGov Brand Index Survey, several news organizations have reported that Starbucks is suffering from consumer backlash related to its announcement to hire 10,000 refugees globally over the next five years. Such backlash or declines are not substantiated in our own measurement of Starbucks Brand Health and Consumer Sentiment,” Brian James, the president of Kantar Millard Brown, wrote in a letter to Matt Ryan, Starbucks’ chief strategy officer.
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