1、StarbucksStarbucksHistoryGuidelinesRegisterthebrandProductsStarbucksHistoryThestorybeganin1971whenthefirstStarbucksopenedatPikePlaceMarket,whichisSeattlesandtheNationsoldestFarmersMarket(openedAugust17,1907).1990sThedemandforgreatcoffeeallowsStarbuckstoexpandbeyondSeattle,firsttotherestoftheUnitedSt
2、ates,thenfurtherafield.2000sTheStarbucksphenomenoncontinues.Atthetimeofwriting,Starbuckshasmorethan6,000locationsinover30countries.1970sThefirstStarbucksopens.ThenamecomesfromHermanMelvillesMobyDick,aclassicAmericannovelaboutthe19thcenturywhalingindustry.1980sHowardSchultzjoinsStarbucksin1982.Guidel
3、inesStarbucksbuilttheworldleaderingourmetcoffee,whileintheprocessofgrowingthecompany,alwaysadheretoitsconsistentprinciples.ProvideasoundworkingenvironmentandtocreatemutualrespectandtrustworkenvironmentUpholddiversityisanimportantprincipleofourbusinesswiththehigheststandardsofprocurementbaking,andtop
4、rovidethefreshestcoffeeIsahighdegreeofenthusiasmtomeettheneedsofcustomersPositivecontributiontothecommunityandtheenvironmentWerecognizethatprofitabilityisthefoundationforfuturesuccessRegisterthebrandThereare2Starbucksversionofatrademark,thefirstversionoftheoriginofbrownisatrademarkof16thcenturyScand
5、inaviastwo-tailedmermaidcarvedpatterns.Thesecondeditionofthemark,followedthepatternoftheoriginalmermaids.ProductsCaffMochaCaramelMacchiatoCaffAmericanoCaffLatteCappuccinoespressoCaramelCoffeeJellyVanillaFrappuccinocoffeeFrappuccinomochaFrappuccinoFrappuccinoBlendedTeaDecafnon-fatFrappuccinoCoffeefrappuccino