What does Starbucks hope to achieve by dropping its name and word coffee from the company's logo?

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What does Starbucks hope to achieve by dropping its name and word "coffee" from the company's logo?

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Market Based Management

ISBN: 978-0130387752

6th edition

Authors: Roger Best

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Question Posted: Mar 18, 2016 05:06 AM

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What does Starbucks hope to achieve by dropping its name and word coffee from the company's logo?

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The old Starbucks Coffee name limited Starbucks ability to expand its brand...View the full answer

Market Based Management

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