Keywords
Culture
Logo
Submitted : 2021-07-31
Accepted : 2021-08-15
Published : 2021-08-30
Abstract
Based on the changes of Starbucks’s logo, this paper explores its role in the evolution of brand culture and the development of corporate culture, concluding that the change of the logo has further enhanced its brand culture without changes to its brand DNA. In addition, the change of the logo has promoted the development of the unique corporate culture of Starbucks.
References
Lee YC, 2013, The Strategy of Mission Statement to Build Staff Working Value – A Case Study of Starbucks. International Conference on Service Systems and Service Management: Institute of Electrical and Electronics Engineers, : 487-9.
Fantozzi J, 2020, Starbucks is Giving All Employees Time Off to Vote During Election Season with New Fuel Our Democracy Initiative. Nation’s Restaurant News. https://www.nrn.com/quick-service/starbucks-giving-employees-schedule-flexibility-election-day-and-more-part-new-fuel