Starbucks Brand Marketing

Decent Essays
Brand Review

The original Starbucks opened in Seattle, Washington, in 1971 by three partners: English teacher Jerry Baldwin, history teacher Zev Siegel, and writer Gordon Bowker. The three were inspired by Alfred Peet, whom they knew personally, to open their first store in Pike Place Market to sell high-quality coffee beans and equipment. The original Starbucks location was at 2000 Western Avenue from 1971-1976. That store then moved to 1912 Pike Place; it is still open. During their first year of operation, they purchased green coffee beans from Peet 's, and then began buying directly from growers.

Entrepreneur Howard Schultz joined the company in 1982, and, after a trip to Milan, advised that the company sell coffee and espresso
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In the mid-1990 's Starbucks developed an unsuccessful carbonated coffee flavored soda called Mazagran. Starbucks has special beverages for the holiday season like the Gingerbread Latte,Peppermint Mocha and Eggnog Latte, as well as Christmas Blend whole bean coffee, which is a blend of Asia/Pacific coffees and aged Indonesian beans. Starbucks also packages the same blend of beans in a 'Holiday Blend ' bag, for those who do not celebrate Christmas.
Starbucks supplements the beverage offerings with pastries, salads, cold sandwiches, hot panini, coffee merchandise and at-home brewing equipment, bagged or scooped coffee beans and, in some regions, pre-made hot breakfast muffin sandwiches.

The logo is a "twin-tailed mermaid" (the siren of Greek mythology). The logo has been streamlined over the years. In the first version, the Starbucks siren was topless and had a fully-visible double fish tail. In the second version, her chest was covered by her flowing hair, but her navel was still visible, and the fish tail was cropped slightly. In the current version, her navel and chest are not visible at all, and only vestiges remain of the fish tails. The original logo can still be seen on the Starbucks store in Seattle 's Pike Place Market and on certain coffee bags.
At the beginning of September 2006, Starbucks temporarily reintroduced its original brown logo on paper hot drink cups. Starbucks has stated that this was done to show the company
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