Organisation: Starbucks

Starbucks success proves that brand vision is a critical intangible asset

A company’s brand can be one of its most valuable intangible assets and neglecting it in pursuit of scale can be extremely damaging. In this regard, business owners can learn important lessons from Starbucks – one of the great business success stories in the world.

26 April 2023

A fresh brew: revitalising Starbucks’ patent strategy

IP director Russ Jacobs sits down with IAM to discuss his ‘programmatic approach’ to the coffee chain’s intellectual assets

03 March 2023

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