Posts tagged "equity"

submitted by scottrasak

Big in Japan? The New Starbucks Logo Could Assist Company's Asian Expansion

Was last week’s redesign of the Starbucks logo an unmitigated disaster (cf. Gap, Tropicana), or a surprisingly canny move? There’s always the hue and cry of the blogosphere to gauge a quick reaction, but for a more measured approach, we have something called science. Professors of marketing at several U.S. universities have been studying the effects of redesign—and on certain types of redesign—on committed and non-committed customers, and what they’ve found suggests that Starbucks might succeed where Gap and Tropicana failed.