Social and Behavioral Sciences Commons^™

Does A Change In A Logo Affect The Value Of The Brand? The Case Of Starbucks, Brittany Isobe

CMC Senior Theses

When the first Starbucks opened in 1971, not even the founders expected that just two decades later, it would become one of the strongest international corporations. Starbucks has experienced unprecedented growth and unfathomable success. The company grew from 17 stores in the company’s founding years to approximately 17,000 stores across 55 countries just 40 years later.1 According to the corporate website, the Starbucks mission is “to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time”.2

In order to fulfill their mission statement, Starbucks has to mold their company to align with the …