Excerpted By: TimoStevens (2009)
Starbucks uses a classic branding approach! Starbucks is not a trend, it’s a lifestyle. Although, Starbucks concentrates on creating value and customer service. Its emphasis instead has been more on building a network of alliances that make its products more widely available. For instance, it has established alliances with Barnes & Noble, Costco, Horizon and United Airlines.
Starbucks has also worked on a wide variety of spin-offs. There’s Starbucks ice cream with Dreyer’s Grand; bottled Frapucurio developed with Pepsi; and even a (nightmarish) coffee-laced beer with the Redhook Ace Company.
Starbucks has created an ambience that have been carefully assembled around its brand. It talks of “elevating the coffee experience” and is keen on new-page philosophizing.
Schultz, the espresso evangelist has developed a humanitarian management style, with the employee as the most important component of the brand. ‘The people have created the magic. The people have created the experience,’ – Howard Schultz; Pour your Heart into it. The company’s mermaid logo is now omnipresent.
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