Revealing the Philosophy of Starbucks Logo: Semiotic Analysis
Abstract views: 739
,
PDF downloads: 1041
Abstract
Starbucks is among the most recognizable coffee shops in Indonesia. People will recognize Starbucks by looking at the logo on the cup. The logo is essential in conveying the company's image and impression to customers. A brand's logo represents its identity. This study seeks to elucidate the idea behind the Starbucks logo. This research utilizes a qualitative approach. To assist researchers with their analysis, the Semiotics method and the Representation theory from Stuart Hall are implemented in this research. The result indicates that the Starbucks logo reminds us to be good to people and the world.
References
Cicilia. (2016). Sejarah dan Perkembangan Logo Starbucks.
Dowling, G. R., & Uncles, M. (1997). Do Customer Loyalty Programs Really Work? Sloan Management Review, 38(4), 71-82.
Flandreau, M. (2020). Starbucks. Starbucks.com. https://stories.starbucks.com/stories/2016/who-is-starbucks-siren/
Giddens, N. (2010). Brand Loyalty. Agricultural Marketing Resource Center. Retrieved January 28, 2016. Https://www.extension.iastate.edu/agdm/wholefarm/html/c5- 54.html.
Hall, S. (1997). Representation: Cultural Representations and Signifying Practices. London: SAGE Publication.
Harris, R. (2015, July 28). Why Is Starbucks Winning At Loyalty? Retrieved March 17, 2016, from http://www.marketingmag.ca/brands/why-starbucks-is-winning-atloyalty-152974.
Hennesey, R. (2012, August 6). 3 Reasons Why Starbucks Still Shines, Despite Market Shortcomings. Retrieved April 8, 2016, from http://www.forbes.com/sites/rachelhennessey/2012/08/06/3-reasons-whystarbucks-still-shines-despite-market-shortcomings/#10916874d4fb.
Kotler, P., & Keller, K. L. (2009). Marketing Management. Upper Saddle River, New Jersey: Pearson Prentice Hall.
Marshall, C. (2015 May 14). The Guardian. Retrieved January 29, 2016. Article on Starbucks and how it all started.
Mcdowell, B., & Cuneo, A. Z. (1996). Starbucks is Ground Zero in Today's Coffee Culture. (Cover story). Advertising Age, 67(50), 1.
Niamh. (2015, June 22). In Starbucks Name? A Brand Loyalty Program At Its Finest! Retrieved March 17, 2016, from Starbucks and brand loyalty programs.
O’Neill, J.W., & Xiao, W. (2006). The role of brand affiliation in hotel market value. Cornell Hotel and Restaurant Administration Quarterly, 47, 210-223. doi: 10.1177/0010880406289070
Oscario, A. (2013). Pentingnya Peran Logo Dalam Membangun Brand. Binus University: Jakarta Barat.
Pandey, R., Ganatra, V., Jamnik, S., Goel, P., Goyal, P., Xuan, C. L., Kee, D. M. H., Mein, H. H., En, L. X., & Zen, L. J. (2021). An Empirical Study on Customer Satisfaction, Perception, and Brand Image in Starbucks Coffee in India, Asia. International Journal of Tourism and Hospitality in Asia Pasific, 4(1), 53–63. https://doi.org/10.32535/ijthap.v4i1.1021.
Smith, K. L. Moriarty, S. Kenney, K., dan Barbatsis, G. (Eds). (2004). Handbook of Visual Communication: Theory, methods, and media. Routledge.
Supandi, M. (2017). Perempuan Dalam Novel Dakwah : Lakon, 6 (1), 1–12.
Susanty, A., & Kenny, E. (2015). The Relationship between Brand Equity, Customer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks. ASEAN Marketing Journal, 7(1). https://doi.org/10.21002/amj.v7i1.4481
Tepper, R. (2013a, March 7). In Starbucks Brand Loyalty Keeps It Ahead of The Artisanal Coffee Movement. Retrieved March 17, 2016, from Starbucks brand loyalty.
Utami, A. P. (2018). Infografik: Evolusi Logo Starbucks dari Masa ke Masa. Diakses pada 17 November 2021. https://kumparan.com/kumparanfood/infografik-evolusi-logo-starbucksdari- masa-ke-masa-1533787551941496412/full.
Varlina, et.al. (2021). ANALISIS PERUBAHAN LOGO DALAM TINJAUAN DESAIN KOMUNIKASI VISUAL DAN REPRESENTASI BRAND PERUSAHAAN. JURNAL SOCIAPERTI.
