Brand extension strategies for Efficient utilization on office space -A Study on Brand extension of Starbucks-

효율적 사무공간 활용을 위한 브랜드확장 전략 -스타벅스를 중심으로-

  • Park, Jung Hoon (Dept. of Digital Media Design, HongIk University, International Design School for Advanced Studies) ;
  • Kim, Seung-in (Digital Media Design, HongIk University, International Design School for Advanced Studies)
  • 박정훈 (홍익대학교 국제디자인전문대학원 디지털미디어디자인전공) ;
  • 김승인 (홍익대학교 국제디자인전문대학원)
  • Received : 2017.12.05
  • Accepted : 2018.02.20
  • Published : 2018.02.28


Brand Extension is a leading marketing strategy that makes use of brand assets, and it aims to see the success of a new product of a brand by utilizing the level of consumers' brand awareness, loyalty, resemblance, and image. However, the review of previous studies revealed that there were cases of fashion brands extending into coffee brands, but not vice versa. The study aims to suggest a new proposal to extend the coffee brand, the most preferred brand by consumers, to an effective office space service. It proposes making a napping and working area for the working Starbucks lovers who often go business trips and like to work in a private space. The researcher expects that the study will inform about the efficient manner to use office spaces including shared service and area.


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