Essay
Evolution and Effectiveness of Starbucks’ Branding Strategy
Washington State University
Spring 2019
DOI:
https://doi.org/10.7273/000003767
Abstract
For my thesis, I chose to explore the branding strategy of Starbucks and its effectiveness in shaping consumer associations. Often times, there are discrepancies between how the firm and consumers perceive a brand. In the case of Starbucks, a brand that has undergone unprecedented expansion, it is possible that amidst all of the changes, the firm may have lost sight of its founding values and mission. This thesis examines the degree to which Starbucks has upheld its founding ideals.
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Details
- Title
- Evolution and Effectiveness of Starbucks’ Branding Strategy
- Creators
- Jayme Montague (Author)
- Contributors
- BABU JOHN MARIADOSS (Supervisor)
- Academic Unit
- Honors Theses (WSU Pullman)
- Publisher
- Washington State University
- Identifiers
- 99900720967501842
- Language
- English
- Resource Type
- Essay