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Starbucks (with Howard Schultz)

Acquired

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Affordable Luxury of Starbucks

Starbucks did not aim to create a luxury brand intentionally but focused on making it accessible to all. The quality of the coffee and the experience of carrying the Starbucks cup made it feel like a luxury. It became a symbol of being 'in the know' rather than a status symbol, appealing to a broad audience.

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