Starbucks builds a “flanker” brand

From a recent RetailWire discussion: I agree with Starbucks’ move to build “Seattle’s Best” into a secondary national brand by distributing it through fast-food outlets and elsewhere. Here’s my take:

I like the “good/better/best” strategy behind this move. (Assuming that Seattle’s Best is positioned as “good,” and Starbucks as “better,” there is still room in the brand portfolio for a true premium brand.) It not only gives the opening-price brand more mass appeal, but it provides some brand credibility for the outlets that carry it. A smart move, without a lot of public recognition that Seattle’s Best is actually a Starbucks company.


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