For this Module 1 Case, refer to: Areddy, James T. (2007). Starbucks, PepsiCo Bring 'Subopera' to Shanghai.
The article refers to new media being used to introduce and strengthen a brand in a fairly new market. Also, review the Starbucks document in the Presentations file.
In your opinion, what are the advantages and disadvantages of using a subway system to promote and build a brand, such as Starbucks?
To you, what does Starbucks mean as a brand?
Assuming that Starbucks's communication strategy, as described in this article, has been successful, envision then how the brand can "live in the heads and hearts" of consumers. (Hint: could consumers' attitudes toward the movie characters and plot transfer onto the brand?)