1. StarbucksBrandStructure
&Culture
Becca Sangwin • Emily Meyer • Jordan
Beaudoin • Brandon Goodale • Jamsheed
Motafram

2. Agenda
1. Brand Structure
2. Brand Culture
3. Conclusion
4. Q&A

3. Brandstructure-Umbrella
● Starbucks Mugs
● Starbucks Coffee Beans
● Starbucks Refreshers
● Starbucks Frappuccino

4. Brandstructure-Sharedstatus
● Both logos are visible
on packaging
● Transfers equity from
Starbucks to LaBoulange
● People can associate
this with good quality

5. Brandstructure-cobranding

6. ● Teavana
● Evolution Fresh
● Seattle’s Best Coffee
● Ethos Water
Brandstructure-Houseofbrands

7. Brandstructure-criteria
● Umbrella:Products must carry brand name and share brand and
organizational drivers
● Shared Status: Starbucks and LaBoulange must have distinct
brand drivers
● Co-branding: Must be two separate entities
● House of brands: Brand equity must not transfer over from
House brand to subsidiaries

8. brandculture
● Belonging
● Diversity
● Inclusion

9. Culture-criteria
Trigger
● Behavior List
Motivation
● A part of something
bigger
● Rituals
● Origin - Trip
● Benefits
Ability
● Training
● Leadership
Development
● Store-Walk
Through
● Success-Profile

10. Conclusion&Recommendations
● Starbucks structure is not cost
effective
● Permanently structure Starbucks
as an umbrella brand
● Culture ties back to Starbuck’s
mission

11. Questions?