Starbucks Strategic Brand Plan

Our group was tasked with creating a brand plan consisting of 1) brand framework, 2) brand archetype, 3) brand positioning, 4) brand narrative, and 5) brand measurement. We needed to create and defend a plan for our company that relates to the brand challenge.

Brand Challenge: Starbucks has recently been mired in employee satisfaction issues, requiring shifts at the corporate level to address challenges unseen since the inception of the company. Impacts of unionization, wage increases, etc. are yet to be seen on the bottom line, but its clear the company is changing along with society, potentially impacting their business and brand in unforeseeable ways.