Starbucks 's Marketing Plan For Starbucks Essay

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As Mr. Todd Coffee requested, I will state the history of Starbucks logo, the potential risk of logo redesign, and other branding successes and failures in detail through this summary report. To be more acceptable and popular, Starbucks has redesigned its logo five times since original image. To be more beneficial, the branding team of Starbucks plans to explore another logo update soon. Hence, I offer this report to help them to know the detailed information about logo redesign and to make the final decision on whether or not Starbucks should update its logo again.

History of Starbucks’ Logo
Until now, Starbuck has formally redesigned their logo five times by following various environmental changes, including technology development and customers’ interests. After several attempts, Starbucks got today’s success of their logo. Starbucks has been expanding its international market and promoting more non-coffee goods since last century. The last logo redesign of Starbucks occurred in 2011. These logo changes, including the green ring removal and words “Starbucks Coffee” elimination, aligned Starbucks with their new-changed strategic movements. The logo after these changes became more acceptable in interdependent and collectivist cultures (often found in Asian countries, such as India and China). [1] Moreover, removing the word “Coffee” allowed Starbucks to expand its products better. Therefore, Starbucks’s logo redesign in 2011 accords with its operating
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