Starbucks Brand Expansion

The Starbucks Corporation: Expanding its Brand Around the World Starbucks is a global coffee chain that was founded in 1971 and began by selling high quality, whole-bean and ground coffee in Seattle’s Pike Place Market, according to their company profile on Starbucks.com. Gordon Bowker, Jerry Baldwin, and Ziv Siegl founded the company, naming it Starbuck’s Coffee, Tea and Spices, only to change it later to Starbuck’s Coffee Company (Starbucks, 1) The name now known worldwide. According to Starbucks.com the name “Starbucks” was inspired by Moby Dick, specifically the first mate, Starbuck. Interestingly enough the logo features a twin-tailed siren from Greek Mythology, also inspired by the sea (Starbucks, 1) Starbucks became incorporated on

First and foremost is coffee. Coffee is what comes to mind for a lot of people when they think Starbucks, it’s important to make sure that coffee is a focal point of their establishment. As Starbucks.com suggest, the quality of the coffee beans has always been and will always remain a top priority to Starbucks. The coffee buyers personally travel to coffee farms in Latin America, Africa and Asia to select high-quality beans, with the goal to grow coffee under the highest standards, and ethical sourcing practices. After, the master roasters balance out the flavors (Starbucks, 2). Ethical sourcing practices is important to Starbucks, but not everyone is familiar with what that means. The Starbucks website explains ethical sourcing best, “We take a holistic approach to ethically sourcing high quality coffee. This includes responsible purchasing practices, supporting farmer loans and forest conservation programs. When we buy coffee this way, it helps foster a better future for farmers and a more stable climate for the planet. It also helps create a long-term supply of the high-quality beans we’ve been carefully blending, roasting and packing fresh for more than 40 years” (Starbucks, 2). Having this in their mission, and holding such a high standard to their coffee bean, is just another example of the Starbucks