• Journal of Digital Convergence
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• v.16 no.2
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• pp.299-304
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• 2018

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.