Starbucks Coffee Company : a new logo for new markets / Meredith Locasto, Gabrielle Triplette, James S. O'Rourke.

Format:

Book

Author/Creator:

Locasto, Meredith, author.

Triplette, Gabrielle, author.

O'Rourke, James S., IV, 1946- author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Starbucks Coffee Company.

Branding (Marketing).

Logos (Symbols).

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications Ltd, 2017.

System Details:

text file

Summary:

Following a period of slow sales and rapid company change, Starbucks Coffee Company designed and launched a new logo created to reflect the new direction of the company. While some companies have been successful with their logo redesigns, several have failed and experienced lost revenues in the process. Additionally, Starbucks faces more intense competition and possible negative reactions from the public. Management must first decide if it will go forward with its new logo and if so, how to plan the roll out and sell it to the market and its customers.

Notes:

Originally published in Lacasto, M., Triplette, G., & ORourke, J. S. (2011). Starbucks Coffee Company: A new logo for new markets. 11-01. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781526404039

OCLC:

1017726334

Access Restriction:

Restricted for use by site license.