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1、StarbucksStarbucksHistoryGuidelinesRegisterthebrandProducts第1页/共13页Starbucks History Thestorybeganin1971whenthefirstStarbucksopenedatPikePlaceMarket,whichisSeattlesandtheNationsoldestFarmersMarket(openedAugust17,1907).第2页/共13页1990sThedemandforgreatcoffeeallowsStarbuckstoexpandbeyondSeattle,firsttoth
2、erestoftheUnitedStates,thenfurtherafield.2000sTheStarbucksphenomenoncontinues.Atthetimeofwriting,Starbuckshasmorethan6,000locationsinover30countries.1970sThefirstStarbucksopens.ThenamecomesfromHermanMelvillesMobyDick,aclassicAmericannovelaboutthe19thcenturywhalingindustry.1980sHowardSchultzjoinsStar
3、bucksin1982.第3页/共13页Guidelines Starbucksbuilttheworldleaderingourmetcoffee,whileintheprocessofgrowingthecompany,alwaysadheretoitsconsistentprinciples.ProvideasoundworkingenvironmentandtocreatemutualrespectandtrustworkenvironmentUpholddiversityisanimportantprincipleofourbusinesswiththehigheststandard
4、sofprocurementbaking,andtoprovidethefreshestcoffeeIsahighdegreeofenthusiasmtomeettheneedsofcustomersPositivecontributiontothecommunityandtheenvironmentWerecognizethatprofitabilityisthefoundationforfuturesuccess第4页/共13页Register the brand Thereare2Starbucksversionofatrademark,thefirstversionoftheorigi
5、nofbrownisatrademarkof16thcenturyScandinaviastwo-tailedmermaidcarvedpatterns.Thesecondeditionofthemark,followedthepatternoftheoriginalmermaids.第5页/共13页ProductsCaffMochaCaramelMacchiatoCaffAmericanoCaffLatteCappuccinoespressoCaramelCoffeeJellyVanillaFrappuccinocoffeeFrappuccinomochaFrappuccinoFrappuccinoBlendedTeaDecafnon-fatFrappuccinoCoffeefrappuccino第6页/共13页第7页/共13页第8页/共13页第9页/共13页第10页/共13页第11页/共13页第12页/共13页谢谢您的观看！第13页/共13页