Marketing Strategy: Starbucks new look !!

Starbucks is the largest coffeehouse company in the world with more than 16000 stores in 50 countries. It also sells Ethos, a water bottle brand and markets music, books and film through its entertainment division thereby extending its category.

Recently the company announced that they would make changes in company logo, by removing the Starbucks word mark around the siren. Since its foundation, Starbucks has seen many modifications in its logo as part of branding strategy and that helped build one of the world’s most valuable brand. This strategy may be due to its foray into the global markets with huge potential, wherein customers from Non – English speaking countries may identify the brand easily which helps to create brand awareness.

It also plans to enter the Indian market by having a strategic alliance with TATA.

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