The packaging of Starbucks includes a variety of packs consisting of the logo of Starbucks. The logo of Starbucks was recently changed by the management. The new logo is quite similar to the previous logo; the only difference is that it is a small version of the previous logo.
Starbucks is positioned in the mind of the consumers as the best coffee experience. They are positioned as a premium product. The price is high but it is worth it. Starbucks have been able to maintain its image as a premium quality coffee brand over the years which has made its reputation in the international market. Its Corporate Social Responsibility CSR activities have also enables them to enhance their reputation. Starbucks is also positioned as a “Third Place” which means that the consumers feel that it is a third place to their homes. It is a place between their homes and offices, a place where they can interact with people, work, enjoy and relax. The ambience is what differentiates Starbucks from its competitors. People have a perception of Starbucks as a highly responsible company towards environment and humanity. The following will be helpful in understanding their Corporate Social Responsibility CSR Activities.