Abstract
Based on the changes of Starbucks’s logo, this paper explores its role in the evolution of brand culture and the development of corporate culture, concluding that the change of the logo has further enhanced its brand culture without changes to its brand DNA. In addition, the change of the logo has promoted the development of the unique corporate culture of Starbucks.
Full Text 
Sign-in/Register to access full text options
Sign-in/Register to access full text options 
Published version (
Free)
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
