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Table Of Contents

1. Preface
2. Problem Area
2.1 Branding as the Root Cause
3. Literature Review
3.1 A Holistic Approach
3.2 Brand Attachment
3.3 A Historical Approach towards Starbucks and their Role in the Market
3.4 A Critical Perspective on Starbucks’ Branding
3.5 Locus as Promoter
3.6 Communication Strategy
3.7 Summary
3.8 Refections upon the Literature Review
4. Thesis Approach
5. Methodology
5.1 Theoretical Foundation
5.1.1 Cultural Branding
5.1.2 Meaning Transfer
5.1.3 Flock and Flow
5.1.3.1 The Flows
5.1.3.2 The Flocks
5.1.4 Cultural Categories
5.1.5 Flocks and the Social Network of the Brand
5.1.6 Cultural Meaning and Identity Projects
5.1.7 The Consumer Culture
5.1.7.1 Evolution of the Consumer
5.1.7.2 From Modernity to Hypermodernity
5.1.7.3 The Post-modern Consumer
5.1.7.4 The Character of the Post-Modern Consumer
5.1.7.5 Authenticity and Consumption
5.1.7.6 Hypermodernity
5.1.7.6.1 Fear of the Future
5.1.7.6.2 Ethical Responsibility
5.2 Method
5.3 Research Design
5.3.1 Introduction to Starbucks
5.3.2 Starbucks within the Industry and the Competition
5.3.3 Brand Genealogy
5.3.4 The Consumer Culture
5.3.4.1 Meaning Transfer and Identity Projects
5.3.4.2 The Brand’s Social Network
5.4 Empirical Evidence9
5.4.1 The Industry and Competition
5.4.2 Blogs and Fora
5.4.2.1 Who are the Bloggers?
5.4.3 Consumer Culture and Identity Projects
5.4.4 Critique of Data Collection
5.5 Delimitation
6. Introduction to Starbucks
6.1 Description of Starbucks’ Business
7. The Industry in which Starbucks Emerged
7.1 Starbucks Revolutionising the Industry
8. Current Conditions of the Specialty Cofee Industry
8.1 The Specialty Cofee Market and the Competition
8.1.1 The Cofeehouses
8.1.2 Specialty Cofee Going Mainstream?
8.1.3 The Threat of the Fast Food Restaurants
8.1.4 The Evolution of the Specialty Cofee Industry
8.1.5 Starbucks in the Kaufman Continuum
9. Brand Genealogy
9.1 Starbucks’ Branding Strategy
9.1.2 Emotional Branding
11.2 The Father Figure
11.3 Development of the Narrative of Howard Schultz
12. High Quality
12.1 The Italian Cofee Traditions
12.2 Service
12.3 The Control of the Supply Chain
12.4 Development of the Narrative of Quality
12.5 Development of the Narrative of Service
13. The Third Place
13.1 Is Starbucks Still a Third Place?
14. The Narrative of Corporate Social Responsibility
14.1 The Good Place to Work
14.2 Starbucks Still Strives to be the Good Place to Work
14.4 Development of the Fair Trade Narrative
15. What has Become of the Starbuck Experience?
15.1 Standardisation and Expansion Strategy
15.2 Efciency Focus
15.3 Change in the Meanings
15.4 Can You Grow Big and Stay Small?
15.5 Authenticity
16. Consumer Culture
16.1 The Initial Subcultural Consumer of Starbucks’ Cofee
16.2 Identity Projects
16.2.1 The Original Identity Projects of Starbucks’ Customers
16.2.2 The Identity Projects of Today
16.3 The Disappearance of the Bobos
16.3.1 New Meanings Attached to the Starbucks Brand
16.3.2 Why the Bobos Left the Brand
16.4 The Social Network of the Brand
16.5 The Starbucks Consumer and Hyper Modernism
17.1 Implications of the Conclusion
18. Implication for Further Research
19. References
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The Story of Starbucks

The Story of Starbucks

Ratings: (0)|Views: 604 |Likes:
Published by Latifa Tounsia

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Published by: Latifa Tounsia on Nov 06, 2011
Copyright:Attribution Non-commercial

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05/23/2013

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