The brand name of Starbucks has the power of influence to other people. The reasons
are like these. The coffee is a daily habit for many people and many people are
affected by Starbucks’s logo. It is possible to get more customers by using the brand
name of Starbucks.
“Howard is the architect of the Starbucks brand and the visionary behind the unique
customer experience that is at the heart of this remarkable company’s success,” said
Craig Weatherup, chairman of the Starbucks, “we are recommitting ourselves to what
has made Starbucks and the Starbucks Experience so unique: ethically sourcing and
roasting the highest quality coffee in the world; the relentless focus on the customer;
the trust we have built with our people, and the entrepreneurial risk-taking, innovation
and creativity that are the hallmarks of our success.”
Starbucks has so much to offer, importantly its locations, consumers, brand image and
a distribution network. Starbucks is no longer just offering the functional benefit of
coffee, but selling a lifestyle, allowing consumers to trade up and feel their aspirations
for a better life. Starbucks is not merely a coffee store but rather a media property
with an intrinsic value to brand partners. Starbucks has developed an emotional
attachment with its customers and restoring the connections with its customers who
have with Starbucks coffee, its brand, people and with its stores.
(www.starbucks.com)
Starbucks’ passion for doing coffee business is that it has complete focus on the
customer and relationship with the customers. (www.starbucks.com)In doing so,
Starbucks will rely on the continued efforts and dedication of its partners all around
the world, who have and will continue to contribute so much to the Starbucks success
story.