Business Case Studies, Brands & Branding and Private Labels Case Study, Oprah Winfrey's 'Celebrity Brand": Will It Work Wonders for ' The Oprah Winfrey Network'?

print page
Tell A Friend
Bookmark
 

Case Categories

Brands & Branding and Private Labels Case Study

Case Title:

Brand Starbucks (B) – Regaining Its Lost Soul

Publication Year : 2010

Authors: D John and K Suresh

Industry: Retailing

Region:US

Case Code: BBP0118IRC

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
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

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap