Starbucks coffee is really popular among students and white-collar working class in North American. With over 16,858 stores in 50 countries, it is the largest coffeehouse company in the world. Through its successful operation, the company has expanded rapidly from a local coffee bean roaster and retailer in Seattle when it was first founded. Even consumers can perceive that Starbucks Corporation really emphasizes on its organizational culture. For example, instead of using small, medium and large, cup sizes at Starbucks use “Tall” “Grande” and”Venti”. Anyone asking for a “small” will get a Tall which is the smallest size. These special jargon associated with Starbucks coffee may leave consumers with deeper impression, thus distinguish itself from other brands. The consumption behavior is more of a lifestyle rather than a cup of coffee. 
A brand is not only a identification for the product, but also should have its own content. Originally, “Starbucks” is name of a charicter from American writer Melville in his novel “Moby-Dick”. Melville has a very important status in the world’s history of literature. However, he does does not really have a large group of readers. They are mainly consisted with highly educated people who have relatively a certain taste for their lifestyles. It is impossible for people lack of education to read “Moby-Dick” and even try to understand the character. Therefore, from the brand name, Starbucks certainly declares its marketing position: The target customer is not ordinary crowd, but white collar class who cares about leisure time, knowledge, and lifestyle.
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