argument would be the fact if the new brand is released but consumers are not aware that it is a part of the Haagen Dazs brand. I would stick with the successful brand name of Haagen Dazs and expand the brand to cheesecake and chocolate candies. The cheesecake would be positioned as rich luxury cheesecake that can be purchased from a Haagen Dazs shop or your grocery store freezer section. The ability for it to accessible while still upholding to the purest and finest ingredients with help with competition such as Cheesecake Factory, since their product is not sold in stores. The cheesecake just as the ice cream will feature different flavors keeping the consistency of the lavish product naming. The cheesecake will cater to the sophisticated adult or millennial who enjoys the finer things in life. I would eventually also add chocolate candies to
the Haagen Dazs which consist of chocolate milk candy bars and truffles. Haagen Dazs would offer a delicate treat similar to the Lindor truffles brand. - ever-rebrand-2017-7
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- Spring '17
- ice cream