Yeah, can I get a...

Starbucks. I see their sign and automatically I'm driven to get in line for an extra hot white mocha. I'm lured in to pay $3.70 for a Grande. Multiply that by 2 a day (plus a kid's size hot chocolate) at 4-5 times a week! No print ads nor have they ever aired a TV commercial for their stores, but the brand is strong. From their stores design savvy environment to their committed role in environmental leadership, they've nailed down the cool factor within the coffee industry. Every successful brand demands a certain value and customers that willingly pay the price without even thinking about it. Is it the coffee or the cup?