1. The Evolution of a Brand Identity Image
STARBUCKS
The Evolution of a Brand Identity Image

2. What thoughts come to mind when you hear the word Starbucks?
COFFEE
Expensive
Frappuccino (trademarked)
Green, mermaid logo
International
Seattle
This is brand image

3. 1970
Starbucks opens first store in Seattle’s Pike Place Market. The name Starbucks was in honor of Starbuck, the coffee-loving first mate in Herman Melville's Moby Dick.
1980
Howard Schultz joins Starbucks as director of retail operations and marketing. Starbucks begins providing coffee to fine restaurants and espresso bars.
1990
1991 -Starbucks expands beyond Seattle, first to the rest of the United States, then the entire world. It also becomes a publically traded company.
Howard Schultz is now the CEO of Starbucks.

4. The beginning of a successful brand: WHAT STARBUCKS DID RIGHT
Differentiation
Starbucks was not the only company in the world to make great coffee; there were hundreds more.
The true differentiator was creating a community, a “third place.”
Furniture, artwork, music
Make people want to buy the experience
“Starbucks has been hailed, acknowledged, and praised again and again for its excellence in branding and marketing” – DEBBIE MILLMAN

5. Transformation of a logo
1971
1987
1992
2011
Coffee beans were being sold in Seattle’s Pike Place Market
Espresso beverages were added to the menu
Starbucks becomes a publically traded company
40 years marks the next chapter which includes a new logo
Was switching to the new logo a good idea? Many don’t like the new logo.
Poses another question: Is it a strong enough icon?
We’ve seen a growing trend in simplification of logos.
Green: Color of nature. Evokes a sense of health, serenity, and freshness.
Deeper shades denote wealth or prestige.
"A logo is almost like someone's face. If they change it, it’s almost like you don’t recognize the person anymore," – DR. LAURA OSWALD

6. Advertising ZERO advertising costs How is this possible? 3 factors
Only locates its outlets on street corners in downtown areas
This actually works as their advertising
Globalization
Stock Market

7. Globalization & size
Business people travel everywhere and don't have the time or interest to explore other coffee houses in these places
Starbucks becomes a natural choice because of familiarity
Once a person becomes a customer in New York,
he will be a customer of
any Starbucks elsewhere
20,891 stores in
62 countries

8. Stock Market Starbucks is listed on NASDAQ Financing the company
Strengthens the image of the brand and gains more fame
Before it was listed, it was not widely recognized in the US and was only well-known on the West Coast
Investment of $100,000 in 1992 would be worth over $10,000,000 today
5,882 shares  188,224 shares (five 2-1 stock splits)  
April 2010, Starbucks started issuing cash dividends

9. Customer loyalty
Consistent product whether in Grand Forks, New York, or Paris
Offer consumers what they love
Capture the consumer’s attention
“Beverage entertainment”
Rewards Programs
Coupons, gift cards, reward cards
Quality customer service
Friendly, polite, prompt

10. What does it take to Achieve a successful brand image?
Differentiation – something that makes your product different and coveted compared to competitive companies
Successful Design – the brand identity must stand out compared to the competitors
Advertising – in order for the consumers to actually buy the product, they must be attracted to it or at least know of its existence
Globalization & Size – not an essential factor, but this would indicate the success of a company
Stock Market – being listed on the stock market creates more fame
Customer Loyalty – keep the consumers coming back for more

11. Starbucks: an illustrated future
About Starbucks - History of Starbucks. (n.d.). Retrieved from
Chen, Z. (2009, May 24). Starbucks' road to success. Retrieved April 17, 2013, from
Karth, D. (2007, October 30). How Starbucks achieved its amazing success. Retrieved April 17, 2013, from
Kennon, J. (2012, October 8). A 20-year case study of an investment in the Starbucks IPO. Retrieved April 17, 2013, from
Millman, D. (2011, October 10). How Starbucks transformed coffee from a commodity into a $4 splurge. Retrieved April 17, 2013, from
Justine Gab