Assessment of brand equity in the case of Garden of

coffee

Group Name & ID number

Eman Mohammed UU75589R
Bitaniya Jemal UU75589R
Eman Sufian UU75589R
Katim Zelalem UU75589R
Biriktawit Adugna UU75589R

Submitted to instructor Netsanet

 ACKNOWLEDGEMENT

First of all we thank God almighty for giving us the strength, knowledge and ability to
undertake this Assessment.

Secondly, we would like to express our special thanks to our Instructor Netsanet who
gave us the golden opportunity to do this Assignment on the topic of Assessment of Brand
equity in the case of Garden of coffee, which helped us in doing a lot of research and we
came about to know the source of brand equity for Garden of coffee and brand awareness
and the strength, favorability, and uniqueness of Garden of coffee’s association.

Our acknowledgement would be incomplete without Thanking Garden of coffees’ operation

manager Kidist Agumase and JFK building (garden of coffee location sar bet) General
Manager Salim Jemal who have been helpful and co-operative in giving their support at all
time.

Introduction

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 By selecting the best communication options and managing the relationships,
companies could develop an integrated marketing communication program to build
their brand equity. Garden of coffee has built its brand equity in foreign markets, such
as China, and provide its consumers more than coffee.

This analysis aims to examine the brand equity of Garden of coffee, evaluate the
effectiveness of brand awareness by discussing the different media used and assess the
level of brand awareness and the strength, favorability, and uniqueness of its
associations by identifying Garden of coffees’ source of brand equity.

Background

Garden of Coffee is a platform that directly connects lovers of Ethiopian coffees with the
very best Ethiopian coffee beans and the most talented Ethiopian artisan hand roasters
for those beans since it’s foundation in 2017 G.C by Bethlehem Tilahun Alemu . It
sources the finest beans from across Ethiopia and these are then re-selected by its own
team of finest artisan hand roasters and prepare to roast them only for custom order on
magnificent clay roasters inside the Addis Ababa roasting atelier.

Garden of coffee sell its products with incentive cafeteria services through its own
coffeehouse at sarbet – jfk building, bole atlas and Rwanda street, Addis Ababa.
Eventually, the company offered some of its products through its online store. None of
Garden of coffee’s merchandise items is available through retailers. On the other hand,
Garden of coffee website allow customers to conveniently place their orders online so
they could easily get their order which is hand roasted only for their order and then
packed and shipped directly to them. This part of Garden of coffees’ marketing mix
shows how the firm adapts to changing times, technologies, and market conditions.

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Source of Garden of coffee’s brand equity

FRESHNESS, FAIRNESS, AND QUALITY

The ability to get the freshest and the highest quality beans while generating the most
value for the farmers and the smallest environmental footprint is a big brand equity for
Garden of coffee. nowadays, brand equity has become increasingly essential for a
company in today’s marketplaces. GOC brand equity is built on selling the finest quality
coffee and related products by providing each customer a unique “Traditional Ethiopian
coffee roasting Experience”, which is derived from supreme customer service, clean and
well-maintained coffee stores that reflect the culture of Ethiopian communities in which
they operate and serve their customers. The artisan coffee crafting techniques they use
are often multi-generational skills. To enhance brand equity, product, price and channel
strategies are adopted at garden of coffee marketing strategy. In the past, the company
tend to make use of traditional artesian method, such as unique on-demand hand-
roasted model only for specific order.

level of brand awareness

The level brand awareness is defined as brand recognition and brand recall performance
of customer. The Knowledge model described by Keller (1993) will be adapted to Garden
of coffee case. The logo captures an act that is near and dear to every Ethiopian and
every lover of Ethiopia: coffee being skillfully roasted by hand. In Amharic the logo is
called Ye Buna Enat which in English translates as Mother of Coffee. It visually
symbolizes what Garden of Coffee is all about: authentic, heartfelt hospitality delivered
inside each cup of coffee that it serves so that consumers correctly generate the brand
from memory.

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 Garden of coffee became popular primarily through the power of social media
such as Facebook and website. They post upcoming promotion and provide updates that
are helpful to all customers. Garden of coffee main strategy was not to spend largely on
advertising like billboard, newspaper and television. They are more focusing on public
relation. Different international Medias like Quartz Africa, CNN money, roast magazine,
daily coffee news, Africa leadership magazine, U.S chamber of commerce and largest
china Media Company CGTN has spotlighted Garden of coffee in different headline to
the public. The company called public presses and has signed deal that will allow china
people to test Ethiopian hand roasted coffee, while promoting the company’s brands.
Garden of coffee infrequently uses direct marketing, which has always been successful
for the business. For example, Garden of coffee show cases to the Chinese market at
Hainan coffee expo in china and African fine coffee conference. The other medium is
Word-of-mouth marketing; they give the best customer experience in order to
encourage people to spread positive words about Garden of coffee. The company also
Sales promotions are used in its own china coffee house, which is a program involving
live coffee and product giveaway so that customers can watch traditional Ethiopian
coffee roasting technique and all the outcomes that are integral parts of the experience
of drinking Ethiopian coffee by skilled artisans.

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The strength, favorability, and uniqueness of garden of coffees’ brand
associations.

Garden of Coffee has two unique brand associations.

One was that it wants to create an image that evoked the birth of coffee, the literal
Garden of Eden that Ethiopia is and which gifted coffee to the world.

And second was to present an image of a magical garden into which coffee lovers can
enter and literally experience & live the legendary coffees of Ethiopia in totally new and
magical ways.

 Strength of brand associations.

The coffee bag serves as storytelling medium that helps people to locate their preferred
coffee origin information to enter consumer memory easily by encoding the coffee types
with different color and trade origin.

 The analysis to the favorite of brand association

we could find out that the commitment conveyed by Garden of coffee is that “the Garden
of coffee brand core identity was about providing a great coffee experience. The
customers are focused on the drinking experience more. This attitude is congruous with
the commitment insisted by Garden of coffee that is no longer just offering the
functional benefit of coffee, but selling a lifestyle, allowing consumers to trade up and
feel their aspirations for drinking coffee.

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  The analysis to Uniqueness of brand association

Garden of coffees’ sustainable competitive advantage is " Preserving the traditional

Ethiopian coffee roasting methodology " along with its means of source, process, roast
and package of the coffees right from its origin, Ethiopia. This ensures the absolute best
coffees for its customers, low impact for the environment and each bag that is roasted
comes with a personalized note from the roasting artisan to customers, containing their
thoughts about the coffee they have roasted just for them. This unique brand association
gives consumers a compelling reason for buying Garden of coffee rather than other
coffee brand. The area also pays the unique homage to something that many of
Ethiopians grew up with here in Addis and thought-out Ethiopia. The wallpaper made
from recycled newspapers that contain Garden of coffee news and description along.

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The mug that holds the coffee that is inspired by “Ensera” is individually hand crafted by
master ceramic artisan with Garden of coffee logo description. The serving equipment
and the product ingredients are well descriptive.

Conclusion

After the investigation about the brand equity and brand awareness of Garden of coffee
and what kinds perception of the brand reflected by the brand association held in target
customers’ memory (brand image), we can come to the conclusion that the focal
acquaintance to Garden of coffee brand stay on the basic level—they are able to
recognize the focal brand and retrieve it when given some type of probe as a cue.
Although the general spirit embedded into Garden of coffee is consistent with what the
customers comprehend, still some commitments and symbol involved into Garden of
coffee are ignored or misunderstood by customers. The concrete explanation is
concluded underneath:

 medium recognition to the brand

 Ambiguous comprehension to the logo
 Benefits & Uniqueness
 Story telling packaging
 Company’s commitment to environment protection

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  Clean and Well-maintained coffee stores
 Hand roasted Coffee drinking experience

Recommendation

 Lack accessibility and wide presence for customers. Garden of coffee should
adopt new based on branches. This can develop a critical source for its brand
equity.
 The coffee itself is not considered as the main temptation and distinctive
attribute to attract people to go there, but rather being viewed as a normal
product same as the stuffs sold in others places and such typical reflection does
not match with Garden of coffees’ effort on the “ethically hand roasting the
highest quality coffee by artesian” Some of its product doesn’t match along with
its Mission and vision. As Garden of coffee mission and vision is to promote
Ethiopian hand roasted coffee to the globe, other product lines Except coffee have
poor uniformity.
 Lack in Time and simplicity of the product.
 online content and sources are taking larger slice for brand warnes, however the
contacts on the website is not reachable for the customers to place order quickly.
 The promotional mix of garden of coffee doesn’t address mass public for brand
awareness.
 Garden of coffee should use other promotion strategies like public affair where it
creates a strong relationship with the society especially coffee farmers. This can
boost the company’s image to attract mass public.

Summary

It could be summarized that marketing mix plays one Garden of coffee being one of the
most valuable brands in the service field, its brand reputation is at globally recognizable

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level to large extent. Although the absence of physical business for the company in many
areas, still many people heard of its name. In other words, the absence of Garden of
coffee physical business in certain area does not mean the inexistence of the brand due
to a strong source of brand equity.

VISION

By providing a great coffee experience to our customers and guests, we hope to be

recognized and appreciated as one of the nation's leading specialty coffee companies.

MISSION

We are committed to offering a remarkable coffee experience for our customers and
guests, as well as sustainable business methods, educational opportunities, and
community support. Our goal is to outperform the competition and maintain company
growth by implementing the aforementioned fundamentals. GARDEN Coffee will work
hard to grow our team, strengthen our brand, and market our products.

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