The Starbucks Brandscape

and Consumers’

Experience of Glocalization

Metehan Yılmaz - 10712184

Objectives

What’s Glocalization ?

Why people go Starbucks ?

Local Café’s condition ?

İntegrated Branding

What about you ?

Glocalization !?

By definition, the term ‘glocal’ refers to the individual, group, division, unit, organization and community which is willing and able to ‘’think globally and act locally’’.

Flexible, correspond, culture.

What’s exactly Starbucks ?

‘’We changed the way people live their lives what they do when they get up in the morning, how they reward themselves, and where they meet.’’ Orin Smith, Starbucks CEO

İs that true ?

Dandy ?

Young ?

Professionals ?

E V E R Y B O D Y ?

Brandscape !?

İn the consumer research literature the Brandscape:

generally refers to consumers’ active constructions of personal meanings and life style orientations from the symbolic resources provided by an array of brands.

Starbucks Brandscape

The contours of this hegemonic brandscape are formed by Starbucks’ iconic cultural status.

İt’s bold and expressive latte lingo

İt’s Euro – İnspired modern décor

İt’s upscale, corporate ambiance

Local Cafes

CUTE

NOT CHAIN

NOT SELF SERVICE

FEEL DIFFERENT

URBAN

BARISTA

İnterviews

‘’I don’t like Starbucks because it seemed like every time I was there the people have their laptop and then they have their New York Times or whatever, their espresso and it just seems sterile. There was nothing, like here it’s a little gothic and a little different. So, it seemed too sterile, it just felt uptight. It just seemed like I didn’t fit’’. Scott

I consider myself a corporate misfit. And what I mean by that is I once worked in a very corporate, very professional setting. And I did not like it. I prefer a more open casual environment. So I look at Starbucks being corporate and I don’t like that. It feels stiff, it doesn’t feel comfortable. I don’t feel like I can be myself there. Java Jive is very different. Java Jive is quirky. You have different people who work there. The clientele is very funky. There are lots of different people that hang out there. I can do Java Jive. Cooper

Consequence

Seen in this light, the much-discussed corporate strategy of integrating brands into consumer lifestyles can be an impetus toward a broader social dialogue whereby the brand is constructed, contested, appropriated, reconstructed, and otherwise infused by myriad cultural discourses.

The brand becomes a cultural model that consumers incorporate into their personal outlooks, embodied practices, and communal identities. Rather than thinking about brands or experiencing emotions toward a brand, consumers may come to think and feel through the discourses and material forms that constitute the brand’s cultural form.