Starbucks had a high quality of the standard according to their products that based on quality and image rather than its price. Starbucks created the coffee shop revolution as Starbucks have the ability to be the public educator on espresso coffee. According to magazine article found on Starbucks.com, Starbucks brand is going to be a member of the coming century’s top twenty-five brands. It is critical that Starbucks position their brand for what the brand stands for: an innovative industry leader that produces high quality products. Brand image, as already shown, is a goal that all the future functional strategies will work to attain.