Cause-Related Marketing: STARBUCKS

Branding is the use of a name, term, symbol, or design, or a combination of these, to identify a product. Branding can have a significant
impact on consumers when they are making buying decisions. For example, can you think of a common brand of orange juice? Coffee? Soda?
Sneakers? Cleaning product? Now, when you think of each of these, do you also picture their logo? The likelihood is high that you do, and
this is due to their strategic branding.
Cause-Related Marketing: STARBUCKS
Submit a 500 word essay that addresses the following:
• Identify the company’s main products, target segments, and cause-related marketing activities.
• Explain how cause-related marketing impacts the company’s image, positioning, and profitability.
• Evaluate this cause-related marketing strategy. Explain your rationale.
• Explain how the company’s cause-related marketing might affect social change.
• Support your work with APA specific citations. Use at least 2-3 sources.

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