Starbucks. Famous iconic brand
One of the most interesting brands in the world is the iconic Starbucks brand. It is interesting in that, despite its fame, it does not offer its customers anything new. On the contrary, the company promotes only the traditional. Or, as Starbucks president Howard Schultz once said, “Starbucks is not newfangled. We are a way of life".
As the epitome of "lifestyle" Starbucks offers only its modest coffeehouses, however, widespread - now Starbucks owns more than 7,500 coffeehouses located in 30 countries around the world.
Even more interesting is the story that Howard Schultz was originally just an ordinary marketer who once proposed the idea of a chain of coffeehouses to the creators of the first Starbucks coffeehouse. Starbucks owners turned down Schultz's services.
Then Schultz himself implemented his project and opened a network of his own coffeehouses IL Giornale. And when he made a little extra money, he just took and bought Starbucks.
And soon he created a significant brand from ordinary coffeehouses.
Why do people love Starbucks so much? Yes, everything is simple - after all, it was here that one could calmly drink coffee and talk with friends, business partners or arrange a date. The main advantage of small modest Starbucks coffeehouses is that this pleasure is very inexpensive. So very quickly coffeehouses became the third most important leisure place in America (after home and work).
That's the whole secret of the success of the Starbucks brand.
Or is it not all? After all, Starbucks didn’t just put their coffeehouses everywhere. No, Starbucks' strategy for conquering territory was to infiltrate enough to become a familiar and ubiquitous element of the surrounding reality. Well, where else do people go if there are only Starbucks coffeehouses around them? Of course, at Starbucks. And a person, as you know, develops a habit very quickly.
So Starbucks became a habit, a way of life for many Americans, and then citizens of other states, where Starbucks branded coffeehouses opened.
However, coffeehouses are a good thing, especially if they are inexpensive and cozy. Why not stop by for a cup of coffee? It's much more convenient (and cheaper) than talking on the street (or going to an expensive restaurant). Even accidentally meeting a friend on the street, he looked around - and one of the Starbucks establishments would definitely be waiting somewhere nearby.
So, although Starbucks is constantly accused of monopolizing the market, surviving all other competitors, ordinary people most often cannot say anything bad about Starbucks branded coffeehouses.
And is it possible to respond badly about your own lifestyle?
Therefore, where Starbucks has already penetrated, it thrives. And the image of the Starbucks brand itself evokes extremely positive emotions - comfort, coffee, warmth, pleasant unhurried conversation.
So, if one day at least one Starbucks branded coffeehouse appeared in your city, then most likely it will soon become your way of life.
Other famous iconic brands:
• Seeds of Change. Famous iconic brand
• Red Bull. Famous iconic brand
