Starbucks: Is Your Brand Worth More Than Just a ‘Cup of Joe’?
Everyday millions of Americans start the day reaching for a cup of coffee. Some of us cannot even transform into a human being without it. This delicious drug accounts for $18 billion in sales each year in the US. Those of us who reach for that Grande Caramel Macchiato with extra froth are paying in the $5.00 area at our local Starbucks. Why are we willing to pay $5.00 from Starbucks instead of $3.00 at McDonald's for what is relatively the same product? Or let's take tha
