CASE STUDY #3 .docx - General Mills Haagen Daz The food category that I selected was ice cream and the brand is Haagen-Dazs The Haagen Dazs brand was

CASE STUDY #3 .docx - General Mills Haagen Daz The food...

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General Mills: Haagen Daz The food category that I selected was ice cream and the brand is Haagen-Dazs. The Haagen Dazs brand was purchased by General Mills and was originally under the Pillsbury brand. Haagen Dazs is not an example of a line extension because the General Mills brand only has one brand of ice cream. I originally perceived this as a brand extension but a brand extension is an extension of new products using the same brand name just in a different product category. I believe this is a new brand for General Mills but not in the sense that General Mills did not actually come up with a new brand they just expanded their current brand by purchasing a well known brand if ice cream. Haagen Daz recently did a rebrand of their product last year in 2017. “The ice cream maker, owned by the consumer good giant General Mills, has rolled out the biggest brand overhaul in its 56 year history, complete with fresh packaging, a brand new logo, plans to revamp its 800 plus global advertising campaign.” “In Reis and Trout’s bestselling Positioning: The Battle for Your Mind, the idea is to
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  • Spring '17
  • ice cream

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