Brand identity awareness even as we understand it now appeared in the 19th century with the introduction of packaged goods. When products were no longer produced by local manufacturer the necessity for the brand image occurred. Mass production has a wider market orientation and often cheaper price. But competition with local products which were already familiar to consumers was impossible without differentiation and strong appealing image.
Many brands image was intentionally created to simulate local farmers' products and therefore appear as something familiar to the possible client. Perfect illustrations provide such known brands as Uncle Ben's rice and Kellogg's breakfast cereal, till now they have a graphic of home-made products.
Keywords: organizational behaviour starbucks, starbucks culture
Starbucks is the most significant coffee chain on the globe. Right from the start, Starbucks set out to be a different kind of company. One which not only celebrated espresso and the rich traditions, but that also helped bring a sense of interconnection. Their quest is to inspire and nurture the human being spirit - one individual, one cup, and one area at a time (Kembell, 2002).
Starbucks as a brand attempts to provide their customers with not only exotic tasting caffeine but with a distinctive atmosphere which invites people to come and relax and enjoy their caffeine experience. It really is this unique quality of service that the brand 'Starbucks' is well known throughout the world for and this is what places them aside from their myriad quantity of competitors round the world (Kembell, 2002).