What does Starbucks really stand for?

Starbucks has received a lot of bad press recently and therefore it may not have come to a surprise to some people that they were only voted 70th in the list of 'top youth brands'. However, this did in fact shock me, I'll explain why..

Starbucks is 'cool'. Meeting with friends or getting a drink to take away on the way to work or University; it's cool to be seen or to meet at Starbucks. The rise of social media has complimented Starbucks well in people using it as a way to tweet about their Starbucks, 'check in' to a cafe on Facebook or Instagram a photo of their Starbucks complete with their name on the takeaway cup. The seasonal drinks such as Pumpkin Spiced Latte receive lots of attention and even if the drink doesn't sound to your fancy, the hype and talk about it just makes you want to try it...and then tweet about it afterwards! Drinking at Starbucks has an air of sophistication and it is a trendy brand for customers.

Although the brand has had a lot of bad press, it has pulled through it well and hasn't stopped the consumer desire for a Starbucks. If given the choice, I would always pick Starbucks over another coffee shop chain. I wouldn't say I'm a great coffee connoisseur and know which brand's coffee tastes the best and why, but simply I like how it feels going to Starbucks! To prove my point, whilst in America I made sure I indulged in a Starbucks from the new Main Street Bakery in Magic Kingdom as well as in New York....and as you can see from the photos I obviously posted this on social media! I think Starbucks' branding is just right to appeal to the younger generation and young professionals, so why the low rating on the 'top 100 Youth brands'? Maybe the controversy behind the brand had more of an effect on how the Millennial generation perceive them after all. It won't stop me going to try a Pumpkin Spiced Latte soon though!