Brands & Branding and Private Labels Case Study

Brand Starbucks (B) – Regaining Its Lost Soul

OR

Abstract:
Howard Schultz, the architect of the Starbucks brand announced, 'we are and have been the most respected coffee company in the world. We're going to fight to the death and not allow any company to take that position away from us'. In January 2008, he took on the additional role of CEO of the company, and announced a series of revival measures to help the Starbucks brand regain its lost glory. The case documents the initatives undertaken to revitalise the Starbucks brand and is a sequel to the (A) case. The case facilitates discussion on the revitalisation of the Starbucks brand and whether the plan would succeed.

Pedagogical Objectives:

• To how brands can be revitalised.
• To analyse Starbucks' revitalisation plan.
• To analyse if the iconic brand can be revitalised.

Keywords :  Marketing, Branding, Revitalisation strategies, Starbucks, Brand equity, Brand dilution, Revival plans / strategies, Brand revitalisation, Store closures, Retail, Specialty coffee store chain