1. Starbucks brand positioning
The name "Starbucks" comes from an extremely cool and charming first mate in the novel Moby Dick by American writer Melville. His hobby is drinking coffee. Melville has a high position in the history of American and world literature, but Melville's readers are not many, mainly people with good education and high cultural taste. It is impossible for people without a certain education to understand Mobidick, let alone Starbucks. From the brand name of Starbucks, we can clearly define the positioning of its target market: not ordinary people, but a group of urban white-collar workers who pay attention to enjoyment and leisure, advocate knowledge and respect people-oriented, and are rich in petty bourgeoisie.
2. Starbucks brand awareness
Starbucks' green logo is a two-tailed Poseidon image that looks like a mermaid. This logo was designed by Terry Hechler, a young Seattle designer, in 197 1, and he was inspired by the medieval woodcut Poseidon. The mermaid image on the logo also conveys the dual meanings of primitive and modern: her face is simple, but it is packaged into a modern abstract form, with black and white in the middle and only a circle of colors around the outside. When Starbucks created this logo twenty years ago, there was only one coffee shop. Nowadays, the beautiful "Green Mermaid" has become a symbol of American culture together with McDonald's "M".