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• “Starbucks is the leading specialist coffee shop brand globally, with excellent brand equity and a reputation for premium coffee.” This can influence the company in both ways; positive and negative. It is positive for the company to have a big brand name to introduce into a new country. On the other side if some bad news lacks out about the company they will have to take responsiblity over the whole line...

• “Starbucks is the leading specialist coffee shop brand globally, with excellent brand equity and a reputation for premium coffee.” This can influence the company in both ways; positive and negative. It is positive for the company to have a big brand name to introduce into a new country. On the other side if some bad news lacks out about the company they will have to take responsiblity over the whole line...

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