Starbucks : Brand Introduction Of Starbucks

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Brand Introduction Starbucks was established in 1971 via partners, Jerry Baldwin, Zev Siegl and Gordon Bowker, that were inspired to sell premium coffee product offerings (Starbucks, n.d.). The early years of Starbucks is much different from today considering the firm began as a coffee machine and coffee bean distributor. Roughy a decade later the three partners sold Starbucks to Howard Schultz, which forever changed the direction of the company (Starbucks, n.d.). Shortly after Schultz gained ownership of Starbucks, the firm began to sell premium brewed coffee that the world knows and loves today. After the initial launch of brewed coffee, Starbucks did not expand its product offering for many years. As the company grew in popularity the…show more content…
The firm’s marketing efforts has helped the brand to become regarded as a premium supplier of coffees and a brand that consistently delivers a memorable experience (Starbucks, n.d.). Over the years, Starbucks has become synonymous with corporate social responsibility. The firm 's sustainability efforts have focused on the following three facets: community, ethical sourcing and the environment. Starbucks has always taken a collaborative approach with regard to environmental sustainability because the corporation believes it is easier to obtain goals when working with others. The corporation works with non-profit organizations, policy makers, competitors and others in an attempt to advance initiatives that Starbucks and its allies believes are having a significant impact on the entire foodservice industry (Starbucks Global Responsibility Report, 2013). It is apparent that Starbucks is more than a coffee brand. They are a company that brings together consumers from various communities to enjoy coffee. Moreover, Starbucks aims to create a memorable experience for each customer that visits the store. Lastly, the firm is a role model for corporate social responsibility for firms within and outside of the coffee industry. Brand Audit Starbucks’ named was inspired via the “first mate in Herman Melville’s Moby Dick” (Starbucks Company Profile, 2015). The firm’s logo was inspired via the sea and thus, it features a

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