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Primary File
Abstract

Starbucks Coffee Company: A New Logo for New Markets

Locasto, M., Triplette, G., and O’Rourke, J.S. (Editor)
February 12, 2018
SKU:
BUS-004082
Region: 
North America
Topic: 
Strategy & General Management, Marketing & Sales
Length: 
13 pages
Keywords: 
rapid change, company change, new logo, logo, direction
Student Price: 
$4.00 (€3.61)
Average rating: 
0
Following a period of slow sales and rapid company change, Starbucks Coffee Company designed and launched a new logo 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.