Analyze brand identity of the company – Starbucks

Brand Identity
Creating and managing a brand requires a brand strategy, the heart of which is the brand identity, which provides direction, purpose, and meaning for the brand. A brand identity is a set of brand associations that the firm aspires to create or maintain, an aspirational external brand image. These associations represent what the brand aspires to stand for and imply a promise to customers from the organization.
It differs from brand image in that it could include elements that are not present in the current image (that your hotel has a great spa) or even conflict with it (you aspire to have a quality reputation that is superior to the current perceptions).