STARBUCKS

Source 1:

Latte is the latte in StarBucks, which actually means "milk" in Italian.

Source 2:

Starbucks' name comes from Moby Dick's first mate who loves coffee.

in the early 197s, Starbucks, who sold coffee beans and spices. The name of Starbucks really bothered the elders (three) of Starbucks. Gordon Bowker discussed the name of the store with his creative partner artist Terry Heckler. He actually wanted to use the name "Pequod", which came from the ship in Moby Dick. Terry Heckle didn't agree with this opinion. What he wanted was a unique name that could be related to the northwest of the United States. He chose the name "Starbo" of the miners' gathering place near Mount Rainier, and after discussion, Gerald Baldwin reconnected the name with his favorite Moby Dick. Starbuck was the first mate who loved coffee on the Pequod. Howard Schultz said in his book that the name reminds people of the adventure story at sea, and also reminds people of the tradition of coffee merchants traveling around the world in the early years to find good coffee beans, which is somewhat implied by drinking water.

The logo of Starbucks is even more mysterious. It is said that after the name was decided, Terry Heckle began to study his ancient maritime books, and later found a woodcarving (engraving) pattern of a double-tailed mermaid in Scandinavia in the 16th century, so he designed the logo of Starbucks, that is, the words "Mermaid surrounds STARBUCKS COFFEE TEA SPICES in the middle". According to my investigation, this logo was first used on March 29th, 1971. At that time, the name of Starbucks Company was

Starbucks' Coffee Company (Washington Corporation)

and its registered address was 22 W.Emerson Place Seattle. Wash.98199

Later, on November 18th, 1986, the logo with the word STARBUCKS was registered, and the mermaid's appearance remained basically unchanged.

The "brand-based theory" holds that a brand is not only the logo of a product, but also has its own content, which is the logo of its basic content, and a brand is a symbol representing a specific cultural significance. Starbucks' "brand personality spectrum" is a collection of "symbolic elements" that annotate Starbucks culture from multiple angles.

brand positioning: the name "Starbucks" comes from an extremely calm and charming first mate in Moby Dick, a novel by American writer Melville. His hobby is drinking coffee. Melville has a high position in the history of American and world literature, but Melville's readers are not many, mainly people with good education and high cultural taste. It is impossible for people without a certain cultural education to read Moby Dick, let alone understand Starbucks. From the brand name of Starbucks, we can clearly define the positioning of its target market: not ordinary people, but a group of urban white-collar workers who pay attention to enjoyment and leisure, advocate knowledge and respect people's standard and are rich in petty bourgeoisie.

brand recognition: Starbucks' green logo is a two-tailed Poseidon image that looks like a mermaid. This logo was designed in 1971 by young Seattle designer Terry Hechler inspired by the medieval woodcut Poseidon. The mermaid image on the logo also conveys the dual meanings of primitive and modern: her face is simple, but it is packaged in a modern abstract form, with black and white in the middle and only surrounded by a circle of colors outside. When Starbucks created this logo twenty years ago, there was only one coffee shop. Nowadays, the beautiful "green mermaid" has become a symbol of American culture together with McDonald's "M".

Target: customer experience is the core demand of Starbucks brand assets. Just as McDonald's has always advocated the joy of sales, Starbucks gradually decomposes the typical American culture into elements that can be experienced: the warmth of vision, the freewheeling of hearing, the smell of coffee and so on. Jesper kunde pointed out in "Corporate Religion": "The success of Starbucks lies in the shift from products to services in the center of consumer demand. In the era of changing from services to experiences, Starbucks successfully established a' coffee religion' characterized by creating a' Starbucks experience'."

Starbucks people believe that the consumption of coffee is largely a kind of emotional consumption at the cultural level, and cultural communication needs that the environmental culture created by coffee shops can infect customers and form a good interactive experience.

brand communication

Starbucks' brand communication does not simply imitate the overwhelming advertisements and huge sales promotion in the traditional sense, but develops a new way, adopting a unique communication strategy-word-of-mouth marketing, and promoting the growth of Starbucks' target customer base through oral communication by consumers.

Schultz's explanation is that the success of Starbucks proves that an advertisement costing millions of dollars is not a prerequisite for creating a national brand, and sufficient financial resources are not the only condition for creating brand-name products. You can do it step by step, one customer at a time, one store at a time or one market at a time. In fact, this may be the best way to win the trust of customers, and it is also the uniqueness of Starbucks!

Starbucks has created a good reputation through a series of events. For example, return the original before the customer finds it lost; The manager of the store won the lottery, distributed the bonus to the employees and went to work as usual; A store manager in Southern California hired a hearing-impaired person to teach him how to order, which won the hearing-impaired people and made them feel a friendly atmosphere.

brand alliance: another strategy for Starbucks to enhance its brand is to rapidly expand its brand advantage by adopting brand alliance, find strategic partners who can enhance its brand assets in the process of development, expand sales channels, form alliances with strong partners and expand its marketing network.

barnes& Noble Bookstore is one of the most successful companies in cooperation with Starbucks. barnes& Noble once launched an activity to develop bookstores into the center of people's social life, which coincides with Starbucks' concept of "the third living space". In 1993, Barnes &; Noble began to cooperate with Starbucks to open its own retail business in bookstores. Starbucks can attract people to take a nap instead of rushing to buy books, while the flow of people from bookstores increases the sales of coffee shops. In 1996, Starbucks and PepsiCo formed an alliance as "North American Coffee Partner", which was devoted to developing new coffee drinks and selling them all over the world. Starbucks borrowed more than 1 million retail outlets from Pepsi-Cola, while Pepsi-Cola used Starbucks' goodwill in the coffee industry to improve its product image. In 27, Starbucks and Apple reached a cooperation agreement to install related terminal equipment in Starbucks chain stores, so that both iPod music player users and iPhone users can use the brand-new iTunes online music download service in Starbucks chain stores, which has created a marketing precedent by integrating coffee and music.