Case Assignment
Areddy, James T. (2007). Starbucks, PepsiCo Bring 'Subopera' to Shanghai. WSJ (November 1). Available March 7, 2013, at
https://online.wsj.com/article/SB119387410336878365.html
The article refers to new media being used to introduce and strengthen a brand in a fairly new market.
Also, review the Starbucks document in the Presentations file.
1. In your opinion, what are the advantages and disadvantages of using a subway system to promote and build a brand, such as Starbucks?
2. To you, what does Starbucks mean as a brand?
3. Assuming that Starbucks's communication strategy, as described in this article, has been successful, envision then how the brand can "live in the heads and hearts" of consumers. (Hint: could consumers' attitudes toward the movie characters and plot transfer onto the brand?)
Assignment Expectations
When your paper is done, proofread it (use both spelling and grammar checks), then upload it.
Use information from the modular background as well as any good quality resource you can find. Please, cite all sources at the end of your paper.
The following will also be specifically assessed:
1. Your ability to clearly communicate your understanding of the concepts (i.e., clouding, etc.)
2. Your ability to link the concepts to the issues of privacy, transparency and reliability.