Abstract
This study explores the question: Within the context of global brands management and the need for integrating local identities, how does Starbucks achieve global consistency and meaningfully localised experiences? Through a review of literature and a series of interviews with store designers, design managers and brand concept experts at Starbucks, we compiled the most commonly applied branding and design methods, with an emphasis on the locally relevant spatial experiences the global brand delivers. Moreover, we set out to classify our findings in a way that can assist other brand and experience design teams in overcoming shard challenges. Our findings focus on the management of the grounding brand concept, as well as operations and real estate teams. Through presenting some tools, manuals, guidelines and sample checklists, we suggest that store design teams in different locations can build strong, locally relevant spatial experiences that tie in successfully with the brand’s global principles.
Sign-in/Register to access full text options 
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 callMore From: Conference Proceedings of the Academy for Design Innovation Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
