Description
Branding has become so strong that today hardly anything goes unbranded. A “brand extension” involves the use of a successful brand name to launch new or modified products in a new category. Watch the videos about Starbucks. Some analysts express strong concerns about Starbucks’ rapid expansion despite the success. Some critics worry that the company may be overextending the Starbucks brand name. What do you think about the brand extension strategy of Starbucks?
Note: Starbucks initiated “Evening Happy Hour” and started to sell beer, wine, and appetizers at 400 hundred locations a couple of years ago, but cancelled the program in the U.S. in 2017.
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