The notion of building brand personality is promoted by Starbucks as a part of company culture to embed meaning in their products and thus attract more customers.

Starbucks literally changed the definition of “a good cup of coffee”. For Starbucks, the brand had three elements: coffee, ________ and stores. Strict control over the quality and processing of the beans ________ that the coffee would be of the highest possible quality. Outstanding store personnel were employed and trained in coffee knowledge and ________ service. Store design, atmosphere and aroma (浓香) all ________ the “Starbucks Experience”.

Almost all Starbucks stores were corporately owned and controlled. Starbucks prided itself on the “Starbucks Experience”, ________ coffee to provide a unique experience for its customers.

_____ those traditional coffee houses providing you with the grab-and-go service, Starbucks provides you with more than coffee. You get great people, first-rate music, a comfortable and upbeat meeting place, and ________ advice on brewing excellent coffee at home. At home you’re part of a family. At work you’re part of a company. And somewhere in between is a place where you can sit back and be yourself. That’s what a Starbucks store has been ________ to creating for its customers — a kind of “third place” where they can ________, reflect, read, chat or listen.

The green Starbucks logo is a mermaid that looks like the end of the double image of the sea. It was designed by Terry Heckler, who got the ________ from the wooden statue of the sea. Mermaid logo also ________ original and modern meanings: her face is very simple, but with modern abstract forms of packaging; the middle is black and white, the only color on the outside surrounded by a circle.

Starbucks makes the typical American culture gradually broken down into elements of ______: the visual warmth, hearing the way, smelling the aroma of coffee and so on. Just think, through the huge glass windows, watching the crowded streets, ________ sipping a coffee flavor, which is in line with the “Yapi”, the feeling of experience in the ________ life.

But the ________ of Starbucks is not about the coffee, although it’s great coffee. Coffee is only a carrier. Coffee consumption, to a great extent, is an emotional and cultural level of consumption.