Starbucks began its run in 1987 by offering better coffee, but also by offering a ''coffee experience'' that made customers willing to pay $4 for something that used to cost them 60 cents. Starbucks was a place where people could hang out, read the paper, and make friends with the ''baristas'' behind the counter. Since premium coffee went mass market with Starbucks in the 1990's, it has become a product that thrives on emotional or status appeal, like beer, cola and, in a previous generation, cigarettes. ''Starbucks has taken coffee from a commodity position to one that could say something about who you are,'' said Marc Gobe, the chairman and chief executive of Desgrippes Gobe, a branding consultancy in New York. ''Suddenly, carrying a cup of Starbucks coffee is making a statement about yourself that is vastly different than carrying a generic cup of coffee.''
Starbucks has tirelessly worked on establishing a global brand. The reasons the company enjoys a great reputation are......

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Title: Starbucks
Approximate Word Count: 544
Approximate Pages: 3 (250 words per double-spaced page)

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