Marketing Currents - Business and Marketing Current Events

Starbucks may officially add puppuccinos to its menu soon — and there’s evidence it could start selling pet apparel too

Puppuccinos may soon officially be part of Starbucks’ menu, a new trademark filing suggests.

The coffee giant applied to trademark the term “puppuccino” with the US Patent and Trademark Office on May 4.

Click here to read the story at businessinsider.com.

Discussion Questions:

  1. What is a brand?
  2. What is brand protection?
  3. How do companies protect their brands?
  4. What is a trademark?
  5. Why would Starbucks apply for a trademark to the term “puppaccino”?
  6. If they are granted the trademark, what does that mean for Starbucks?
  7. What is brand extension?
  8. How might this story represent an example of brand extension?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.
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Chris Lindauer

After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.