The relevant step can be seen in the way the brand started to offer whole bean coffees and loose-leaf teas that are hand-picked in California – that was something that could only be found in Europe. The brand began its expansion in 1980 ensuring its growth throughout Southern California. Herbert Hyman started the brand in the United States in 1963, building it on a handcrafted feel and flavour by blending and roasting coffee varieties to gain the customers liking and meet their expectations. The Coffee Bean and Tea Leaf has made numerous efforts to achieve the brand strength using that five-step model. However, since a majority of consumers are found in the lower levels, brand marketers are challenged to develop programs and activities that assist consumers to move up to the next levels (Kotler, Keller, Ang, Leong, & Tan, 2009). These are consumers who build strong relationships with a certain brand spending more on it than other consumers at low levels. The customers that are at the top level are known as bonded consumers. The last step is bonding which ensures that nothing surpasses the product. The fourth step involves advantage, which means considering if the product offers something better than other products provide in the market. The third step is about performance where the main concern is if the product can be delivered. The second step is relevance, which deals with whether the product offers value to the customers or they consider it of no use to them. The first step is presence, which deals with whether the customers know about the product or they are completely unaware of its production and services. The implementation of each step depends on and follows the successful accomplishment of the previous step. According to this model, the building of company’s brand involves five steps. In accordance with the five steps applied in brand building, according to the Brandz’s Brand Dynamics Pyramid Model, company has managed to achieve organizational goals and success in business.

Coffee bean and tea leaf