Haagen-Dazs: Repositioning a Cult Brand |
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"We take the positioning and identity of the Haagen-Dazs brand very seriously, and all new product introductions must be commensurate with our pledge to deliver a superior tasting ice cream experience."1 -Craig Whitney, director of marketing for foodservice, Haagen-Dazs Co. Inc., May, 2005. "It is a pillar of our brand identity that we don't put anything artificial in our ice cream."2 -Gulbin Hoebrechts, senior marketing manager, Haagen-Dazs Co. Inc., May, 2005. Introduction
Incorporated in 1961, HCI came to be owned by several conglomerates at different points in time. Initially, the company depended solely on word-of-mouth publicity to promote Haagen-Dazs. But even then, the company took an integrated approach to the marketing of the brand, ensuring that the product, packaging, pricing, and distribution channels conveyed a premium image. The image of luxury was strengthened at the Haagen-Dazs Shops, the company's exclusive ice cream stores.
Haagen-Dazs: Repositioning a Cult Brand - Next Page>> 1] Lori Dahm, "Ice cream dream: Light tastes right thanks to innovative technology from Haagen-Dazs," www.allbusiness.com, May 2005.
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