Starbucks

Bulletin

Over 500 global brand marketers from more than 50 global brands have participated in the Leading Global Brands™ project. All participants are the CEO, Chief Marketing Officer, Global/Regional Brand Director, or local Brand Director of a global brand. They all share a desire to be thought leaders in developing ideas and best practices for leading the global brands of the future, the Global Brand Benchmark™ database now includes contributions from over 5,000 global brand marketers.

Karin Koonings, Vice President of Marketing, Starbucks Coffee International, leads the international brand marketing team and is responsible for setting the priorities and developing the plans to support company brand strategy and business objectives around the world.

Starbucks

Abuzz About Global Growth

The focus of this Leading Global Brands Bulletin is on how the world’s most popular coffee brand stays connected to local marketing needs and leverages expertise across the globe in a way that builds local marketing capability and fuels the organization’s international growth. Starbucks Coffee Company (NASDAQ: SBUX) was founded in 1971, opening its first location in Seattle’s Pike Place Market. Twenty−five years later, in 1996, Starbucks opened its first overseas location in Tokyo, Japan. Today, with nearly 12,500 stores in 39 countries, Starbucks is quickly becoming one of the most recognized and respected brands in the world. Karin Koonings team of marketing and communications professionals create seasonal marketing programs and promotions, oversees communications, CSR and PR initiatives, and shares best practices from the international community for the overall benefit of the brand globally. The team acts as global stewards of the brand, working with the local teams in each of the regions to ensure that all expressions of the brand are consistent with the brand positioning and promise. Karin started her career in Canada with Starbucks in 1996 as the company’s very first...