ABSTRACT
Starbucks is often referred to as an iconic brand. In 1971, Starbucks was founded as one single coffee shop in Seattle; by 2014, the American corporation owned more than 20,500 coffee shops and stores around the world. Starbucks initiated what subsequently has been referred to as the ‘Starbucks Revolution’, which is an expression of how much Starbucks has changed the way coffee is consumed all around the world. The financial success is substantial and Starbucks is one of the global ‘brand icons’ serving as a common frame of reference.
