Gabi is visiting a new city for work and wants to get breakfast before she walks to the office. Since she is unfamiliar with the local eating establishments, she looks for a restaurant she recognizes and that she can count on for a quick meal and good coffee. Right down the street from her hotel is a Starbucks. It is Gabi’s favorite place to grab a coffee and quick meal, so she walks into the store. What does Gabi’s experience with Starbucks illustrate about a brand creating value for a customer?

Gabi's Starbucks experience is a clear example of creating brand value for the consumer, who easily recognizes and chooses it, as she has had previous experiences that have characterized her as positive in her mind, which reinforces brand equity, which is an intangible value and related to unconscious and psychological aspects of the customer.

Brand building is of utmost relevance to value creation, must be very well thought out by marketers, and well targeted to attract a certain audience and to be in accordance with brand identity, one needs to think even the details , such as color, logo, slogan, as well as advertising, promotion, consumer experience, and other tangible and intangible aspects that will help consumers easily recognize a brand and choose it from others.

The consolidation of a brand and the creation of value guarantee the achievement of competitive and strategic advantages in the market.