selling flavors like Mint Chocolate Chip and Pralines ‘n Cream. Until now, they had introduce their signature ice cream cakes and beverages including their signature Cappuccino Blast.(ii) Brand identity for Baskin Robbins.Every company had its own brand identity strives to reflect the value proposition of their product and company to archive their mission. Baskin Robbins known as a traditional ice-cream shop since their business started long time ago which serving low pricing products and provide standard flavor in the same time selling quality products. Baskin Robbins brand’s identity been clearly defined as “Classic Variety” brand in The 2009 Mintel report.Baskin Robbins having a different brand image compared to others ice-cream shops. As the classic variety brand, it reflects that this company had already existed in a
very long period therefore has strong following and significant brand reorganization. The 31 variety type flavor ice-cream served by this company set it apart from competition. The company keeps on research and development to create and introduce new flavors to customer which currently consist over 1,000 varieties. Based on Baskin Robbins official website, it shows that they almost archive 100% of brand awareness from consumers, they still decided to “revitalize the brand” in 2008 by introducing Soft-Serve Ice Cream to its customersBaskin Robbins stuck true its brand identity by promoting 31 varieties ways to enjoy their ice cream. This promotion using the company’s original tagline, proven their successful at integrating its brand identity throughout all forms of communication at the same time sets the company’s image that provide variety options to customers.