The rise of Starbucks: Advertising strategy


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A cup of Starbucks coffee with their logo on it.

You have likely seen someone with a cup of coffee with the Starbucks logo on it. Although the coffee seems to be of similar quality to any coffee, it is a popular coffee chain not just in the US, but in the entire world. 

Starbucks, unlike a local coffee shop, is a franchised establishment. This means that people can pay a significant sum of money to obtain a restaurant in their possession. Despite the specific location of the restaurant, they own a Starbucks, which means that they represent the company and must sell the same items at the same price.

This allows Starbucks investors to expand the business to areas that usually would be unaffordable or unrealistic. Not only does this expand the store to different locations and customers, but it also allows it to expand on its most prominent aspect; branding.

According to Statista, the brand awareness of Starbucks in the US is 92%. That is a high number, and could only have been achieved through the magic of branding. 

Thanks to the reputation Starbucks has cultivated, customers are willing to pay any price set by Starbucks, no matter how inconceivable.

According to the official Starbucks website, the most expensive drink is the Pumpkin Spice Frappuccino. It is a drink consisting of milk and sugar, meaning that it cannot be too expensive

However, due to the added costs of employees, ingredients, and facilities, it is arguable that the drink is worth it, however, for the blasphemous price of 7 dollars, some individuals who have analyzed the value of the production have considered the price inconceivable.

This is all a result of the international marketing identity that the company has built itself. This results in consumers spending copious amounts of money on their products, which is like a disease. Purchasing these products does not make a person better and they are easy to create at home.