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24/7 Wall St. TV: Starbucks (SBUX) Brand Value Drops 40%

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By Douglas A. McIntyre Updated Published
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24/7 WallSt TVStarbucks (SBUX) brand value dropped 40% to $7.3 billion. Starbucks ran the playbook on hurting a brand’s value. The public perceived that it did not offer enough value for the dollar, particularly as the economy fell apart. Starbucks over-expanded and ended up with too many stores, which forced it to close several hundred and layoff thousands of employees. Since Starbucks is supposed to be a “good” company, that did not help its image.

[youtube=http://www.youtube.com/watch?v=_ObXOIKBCb8&w=560&h=340&fmt=18]

The firm was slow bringing out lower-priced products which helped McDonald’s and Dunkin’ Donuts in their efforts to get market share from Starbucks. The company’s most recent earnings indicate that its same-store sales and revenue are at least beginning to stabilize, but the future of the company is going to be based on how well and how quickly it can dig itself out of a deep hole.

Data from BrandZ

For more 24/7 Wall St. TV visit us here.

Executive Producer:  Philip MacDonald

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About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.

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