So I was browsing my classmates’ blogs and found Fion Lee’s post on Starbucks’ new logo. Undoubtly, Starbucks is perceived as the leader in the coffee retail industry, but why does it suddenly change its logo?
I agree with Fion that most of the consumers might feel indifferent with the change of logo. However, since Starbucks decided to change its logo, which is a very essential factor of the company, there must be some signal changes made in their produtcs in direction to appeal to new audiences or existing consumers.
According to Starbucks’ Chairman Howard Schultz, they are “trying to restore some of the goodwill and warm feelings for the brand that have gone by the wayside because of increasing coffee prices, machine-made lattes, and bad press.” This was from a recent article in Business Week. In addition, Schultz also announced just couple days ago that Starbucks will be competing with other brands in consumer packaged-goods industry. In my opinion, Starbucks might already have plan to start its consumer-packaged-goods business way before the modification of its logo since by removing the word “Starbucks” and “coffee”, its grocery business can be expanded beyond coffee into tee, juice, and a variety of other products.