My lecture's presentation concerns regarding starbucks brandscape and its perception. Original source: Craig J. Thompson and Zeynep Arsel http://zeyneparsel.files.wordpress.com/2010/06/thompson-arsel-jcr.pdf https://twitter.com/#!/metehanyilmaz

2. Objectives
 What’s Glocalization ?
 Why people go Starbucks ?
 Local Café’s condition ?
 İntegrated Branding
 What about you ?

3. Glocalization !?
 By definition, the term ‘glocal’
refers to the individual, group,
division, unit, organization and
community which is willing and
able to ‘’think globally and act
locally’’.
 Flexible, correspond, culture.

5. What’s exactly Starbucks ?
 ‘’We changed the way people live
their lives what they do when
they get up in the morning, how
they reward themselves, and
where they meet.’’ Orin Smith,
Starbucks CEO
İs that true ?

6. Dandy ?

7. Young ?

8. Professionals ?

9. EVERYBODY ?

10. Brandscape !?
İn the consumer research literature the
Brandscape:
generally refers to consumers’ active
constructions of personal meanings and
life style orientations from the symbolic
resources provided by an array of brands.

11. Starbucks Brandscape
 The contours of this hegemonic brandscape
are formed by Starbucks’ iconic cultural
status.
 İt’s bold and expressive latte lingo
 İt’s Euro – İnspired modern décor
 İt’s upscale, corporate ambiance

12. Local Cafes

13. İnterviews
 ‘’I don’t like Starbucks because it seemed like every time I was there the people have
their laptop and then they have their New York Times or whatever, their espresso and it
just seems sterile. There was nothing, like here it’s a little gothic and a little different.
So, it seemed too sterile, it just felt uptight. It just seemed like I didn’t fit’’. Scott
 I consider myself a corporate misfit. And what I mean by that is I once worked in a very
corporate, very professional setting. And I did not like it. I prefer a more open casual
environment. So I look at Starbucks being corporate and I don’t like that. It feels stiff, it
doesn’t feel comfortable. I don’t feel like I can be myself there. Java Jive is very
different. Java Jive is quirky. You have different people who work there. The clientele is
very funky. There are lots of different people that hang out there. I can do Java Jive.
Cooper

14. Consequence
Seen in this light, the much-discussed corporate strategy of integrating brands
into consumer lifestyles can be an impetus toward a broader social dialogue
whereby the brand is constructed, contested, appropriated, reconstructed, and
otherwise infused by myriad cultural discourses.
The brand becomes a cultural model that consumers incorporate into their
personal outlooks, embodied practices, and communal identities. Rather than
thinking about brands or experiencing emotions toward a brand, consumers
may come to think and feel through the discourses and material forms that
constitute the brand’s cultural form.