Starbucks Brand Power Essay

2100 Words 9 Pages

The brand power rests on two major components-Name and Logo.
Companies primarily rely on the combination of these two forces to promote their brand.

To create a strong brand a company needs to clearly express their brand identity, what the brand means to the customer. Starbucks coffee means excellent coffee to its customers. A clear brand identity ensures that the company meets the consumer’s expectations. The brand “Starbucks” has gone through numerous changes since the beginning, but its most recent change was the most transformational. In 2011, Starbucks took a huge risk and decided to take the name “Starbucks Coffee” off of its logo. This indicates their belief that the power of the brand can rest on the logo alone.

In the beginning, their logo was an image of a “twin-tailed siren” which represented the psychological relation between the passion for fresh roasted coffee, spices, tea and the mythological enchanting character. The Starbucks siren was topless and had a fully visible double fish tail. The material of the logo resembled a brown woodcut with its very visual texture and stated “Starbucks Coffee Tea Spices”. “Terry [Heckler] came up with a logo based on an old
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In addition to this new blueprint, Schultz address Starbucks 40th anniversary. He informs shareholders that this day will celebrate the honor the company’s past and celebrate the company’s future. When mentioning the logo change in his letter, he states, “This year, we will roll out our elegant new brand identity with an evolved logo that embraces our history while granting us more freedom and flexibility to think beyond coffee and even beyond our stores. A great deal of thought went into creating the new design, and we believe it sets the stage for our next chapter.” Schultz is very candid about the company’s past difficulties and utilizes them better the company’s

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