The origin of Starbucks name
1, the name "Starbucks" comes from an extremely cool and charming first mate in the novel Moby Dick by American writer Melville. His hobby is drinking coffee.
Starbucks was born in Seattle, USA. It started with coffee beans. Since 1987 was formally established, it has never advertised, but in the past 20 years, it has become a giant coffee chain, and its rapid development legend has attracted worldwide attention. Starbucks not only vividly interprets the miracle of the ugly duckling turning into a white swan, but also hides a touching story behind it.
This can be traced back to Starbucks, which sold coffee beans and spices in the early 1970s. The name Starbucks really bothers its elders (three). Gordon Bowler and his creative partner artist Terry Heckler discuss redrafting the name of the store. Terry Heck named the miners' gathering place near Mount Rainier "Stabo". After discussion, Gerald Baldwin associated the name with his favorite Moby Dick. Starbucks was the first coffee-loving partner on Piqued.
4. From the brand name of Starbucks, we can clearly define the positioning of its target market: not ordinary people, but a group of urban white-collar workers who pay attention to enjoyment and leisure, advocate knowledge and respect people.
Extended data:
1 and 20 13 years, the company signed the Strategic Cooperation in China with Starbucks, and all the stores of the company will use the coffee raw materials provided by Starbucks to provide customers with a world-class coffee experience.
2. Starbucks American Starbucks International Coffee Co., Ltd. is a leading coffee roaster and retailer in North America, and its Starbucks specialty coffee is also a well-known brand in this region. In Business Week's 5438+0 global 100 best brands in 2006, Starbucks ranked 88th. Compared with Coca-Cola's brand value ($68.9 billion), Starbucks' brand value ($65.438+0.8 billion) is a decimal, but Businessweek called Starbucks the "biggest winner" because in 2006, the value of many famous brands plummeted (for example, Xerox fell by 38%, Amazon and Yahoo both fell by 365.50).
3. Starbucks establishes its own brand, with special emphasis on its cultural taste. One of its value propositions is that Starbucks sells not coffee, but people's experience of coffee. Tea ceremony and tea ceremony similar to those in the East. The value appeal of tea ceremony and tea art is not to quench one's thirst with Starbucks, but to gain a unique cultural experience.
The success of Starbucks lies in its creation of "Coffee Way", which allows people with status to drink "Coffee in a proper way". The name Starbucks comes from an extremely cool and charming first mate in the novel Moby Dick by American writer Melville. His hobby is drinking coffee.
Melville has a high position in American and world literature history, but Melville's readers are not many, mainly people with good education and high cultural taste. It is impossible for people without a certain education to read Mobidick and know Starbucks. The name of Starbucks coffee implies its positioning for customers-not ordinary people, but people with a certain social status, higher income and a certain living atmosphere.