Living the Brand through Branding

Welcome back, brand enthusiasts! Today, I am going to talk about future growth for one of my favourite coffee brands - Starbucks. First, let us take a closer look at its existing strategies that have been effectively put in place till date. (1) Extension Strategies Extension strategies can be classified into 4 types; (i) line extension, (ii) brand extension, (iii) concept extension and (iv) co-branding. (i) Line-extension: Monthly New Drinks Almost every month, Starbucks launches at least two seasonal drinks with flavours that sound really tasty and exciting to attract regular customers for repeated visits. It is effectively also a vertical line-extension to increase the average spending as the seasonal beverages are generally priced higher than its average selection. For example, their normal coffee   costs between S$6-8 while their festive/seasonal flavours cost between S$8-10.  (ii) Product Brand-extension: Tea For the longest time, Starbucks has b...