The name of “Haagen-Dazs” first came from a Polish American decedent, Reuben Mattus in 1961, who had a particular passion for quality and a vision for creating the finest ice cream by using only the finest, purest ingredients. Now Hagen-Dazs has grown into one of the most prestigious brands marketed by General Mills, the US consumer food giant who is also known for its famous brands Cheerios, Betty Crocker, Green Giant, Yoplait (US), Natural Valley & others. General Mills has operations over 100 countries and has over 27,000 workers around the world. Its operation includes direct selling through 16 franchise coffee shops and also through high premium restaurants and hyper channel and retailing. On the contrary to the popular belief, the brand name is not European; it is simply two combined words meant to look European. The European illusion is not purely accidental as consumers generally regard European products as being premium and luxury. This is known in the marketing industry as “foreign branding strategy”.(Foreign Branding and Its Effects on Product Perceptions and Attitudes France Leclerc, Bernd H. Schmitt, Laurette Dube, Journal of Marketing Research, Vol. 31, No. 2, Special Issue on Brand Management (May, 1994), pp. 263-270) Haggen-Daz was introduced by Mr. Feilong Chen of Nan Chow group. Feilong was not an ice cream eater but he was instantly amazed by its taste when he was shopping groceries in a supermarket while studying in the USA. Feilong convinced his father, the owner of Nan Chow group to obtain the right to represent Haggen-Dazs in Taiwan and started operation in 1993.
Haagen-Dazs uses Premium Branding to increase the perception of their product quality and price. The Strategy behind luxury branding is to market and portray a quality image so that consumers are willing to pay a premium in price and the luxury brand justifies the higher prices. In addition to perceived quality, the pricing for luxury brands must reflect the...
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