Mid-Term Report Course Brand Management.pdf

In 1953, the separate stores were merged tocreate "Baskin-Robbins Ice Cream", taking advantage of the unique concept of offering adifferent ice cream flavor to customers each of the 31 d

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In 1949, they purchased their first dairy facility in Burbank, California, where they beganexperimenting with new ingredients and flavors In 1953, the separate stores were merged tocreate "Baskin-Robbins Ice Cream", taking advantage of the unique concept of offering adifferent ice cream flavor to customers each of the 31 days of the month This selection hasgrown to include more than 1,300 flavors in the brand's flavor library By the mid-1960s,Baskin-Robbins had grown to more than 400 stores in the United States, and by the 1970s,the chain's international expansion began Baskin-Robbins has continued to expand andnow has more than 8,000 restaurants in nearly 52 countries, with more than 300 millionguests visiting locations globally each year (Baskin-Robbins, n.d.)

Baskin-Robbins continues to be the innovation leader in the ice cream industry In 2009, thechain introduced the BRight Choices® product line, which includes better options for you,including frozen yogurt curds as well as light, low-fat, sugar-free, and dairy-free flavors Thebrand also continues to offer new Flavors of the Month each month, so guests always havesomething new to try with BaskinRobbins' iconic pink spoon.

Vision : The best premium ice cream player

Mission : We exist to thrill customers,define and lead multi- branding, enrich stakeholders

and build a powerful brand image

Core Value : Integrity, People, Connection, Innovation, Performance, Discipline, and Quality.

"We sell FUN, not ICE-CREAM" by Irv Robbins

(Baskin-Robbins, n.d.)

BRAND ESSENCE

Brand essence is the soul of a brand and acts as a foundation so the brand appearsconsistent and authentic It defines what a brand stands for, shapes the overall identity, andaims to invoke a particular thought, feeling, or emotion in consumers

Brand as Product

Baskin-Robbin got flavors for everyone, for every day, and every occasion.

They start with the idea of creating 31 flavors to celebrate every day Now, after 77years, they have over 1400 flavors (Baskin-Robbins, n.d.)

Frequently making new favors Baskin-Robbins ice cream inventors are kind of a

big deal, they start each day off with one goal in mind: to make someone’s nextfavorite flavor (Baskin-Robbins, n.d.)

Affordable pricing for each customer Ranging from $0.5 to 7.99 for ice cream,

snacks, and beverages (Fast Food Menu Prices, 2022)

High-quality ingredients They use real dairy milk in the process And depending on

the flavor being created, they'll add pistachios, almonds, walnuts, and even chunks ofname-brand candy bars (Jacobs, 2021), along with Cream, Sugar, Corn Syrup,Chocolate Liquor, and Cocoa processed with alkali, Whey Powder,

Stabilizer/Emulsifier Blend (Mono and Diglycerides, Cellulose Gum, Guar Gum,Carrageenan), etc (Baskin Robbins, 2018).

Variety product line To help enrich the experience of their customers,

Baskin-Robbin doesn’t just sell ice cream They want to add a little spice to the buyer’s lists.Like a Cappuccino Blast® after lunch, a handcrafted sundae in the afternoon, oreven a just-because ice cream cake on those days when an ordinary cake just won’t

do (Baskin-Robbins, n.d.)

Made in the U.S Baskin-Robbins was founded in 1945 in Glendale, California by

Burton Baskin and Irvine Robbins, ice cream enthusiasts, whose passion inspiredwhat is now the world's largest chain of ice cream specialty shops (Baskin-Robbins,n.d.)

Brand as Experience

Convenient drive-thru Ice cream fans will be able to enjoy their favorite

Baskin-Robbins treats and new novelties with more quick and ease than ever thanks to thedrive-thru (PR Newswire, 2019)

Modernized store feature, bringing a pleasant and joyful atmosphere The

stores are designed to deliver on Baskin-Robbins' commitment to bringing guestsgreat flavors and memorable moments (PR Newswire, 2019)

Flexible and comfortable seating Indoor seating gives guests more options and

features an upholstered banquette and oversized swivel chair for maximum comfort.Outdoor seating is also available to enjoy the sunny and warm weather (PRNewswire, 2019)

Multi ways to get the treats Aside from going to the nearby store or taking it home,

Baskin-Robbin has been partnering with Uber Eats, DoorDash, and Postmates todeliver products to their customers’ doors (Baskin-Robbins, n.d.)

Brand as Person

cream flavours

Baskin-Robbins® is the only ice cream chain in the world that has the unique “31flavor” concept It represents a different flavor for each day of the month, anincredible recipe library of more than 1400 flavors

Joyfulness with everyone

Baskin-Robbins also officially launched a new tagline - Seize The Yay to brand thebrand with joyful and happy moments This Slogan is said to be a more subtleapproach to the sentence "We bring happiness"

Thoughtful for everyone, every occasions

Dedicated to upholding the flavour, the fun, and the local, neighbourhood feel thatmake the experience unique to Baskin-Robbins® There is nothing quite as thrilling

as the face of a child enjoying his favourite ice cream flavor, or the delight of amother surprised with an ice cream cake on Mother’s Day in a store you call “myBaskin-Robbins”

Always be trendy

Since 1945, we’ve introduced more than 1,000 unique, fun and delicious ice creamflavours Our original top-selling flavours like Mint Chocolate Chip and Pralines ‘nCream continue to delight millions worldwide Still, we continue to consistentlyintroduce new, exciting flavour combinations, as well as ice cream industry-leadinginnovations such as hand-packed ice cream quarts, a unique flavor ribbon technique,the use of traditional dessert ingredients and the introduction of mousse-textured icecreams From our introduction of signature ice cream cakes and the growing line ofbeverages, including our signature Cappuccino Blast®, our commitment to creatingnew and exciting products is unsurpassed in the industry It’s all part of our mission tomake the Baskin-Robbins® neighbourhood a tasty, fun place for our customers

Brand as Organization

Trustworthiness, Trust, Integrity and Courage

They always serve our customers the best, the most delicious, highest quality cream that we can and face every problems occurs with a smile on our face

ice-Focused, Flexible, Fast and Friendly

They dedicate ourselves to be the best ice-cream store for you with our servicesalways precise, fast and happy as much as possible with every customers come toour store

Thrive and Flow with Change

They always have room for improvement and innovation in our workplace, constantlychanging with the current trend of development, social states

Compassion and Responsibility

They work with a sense of urgency to serve our customers the best we can with thecompassion and responsibility to be the happiest ice-cream store in the world

Brand Positioning

The brand positioning Baskin Robbins attempts to be positioned in the minds of theconsumer as a premium product that is not only targeted at individuals/families withtoddlers in the upper middle and higher income range, but also at teenagers, youngadults who are school/college students And they attempt to be the “to-go” place byproviding them with a quality and wide range of products, where individuals can

come and relax and spend time whilst consuming their ice cream (UKEssays, 2015)Their products are mainly aimed at the affluent with higher disposable income group

to spend on frivolous luxuries such as premium ice cream (UKEssays, 2015)

Brand Proposition

The basic value proposition which has enabled Baskin Robbins to possess asustainable competitive advantage has been its offering At the moment BaskinRobbins globally provides over 2000 + flavors unmatched by the most competitors.(“Baskin Robbins, Ice Cream”, n.d.)

Brand as a Symbol

Pink and brown logo

The 31 stands for our belief that our guests should have the opportunity to explore a

fun, new ice cream flavor every day of the month

Mascot: Coney the Baskin-Robbins

Brand slogan

Baskin-Robbins also officially launched a new tagline Seize The Yay to brand with joyful,

happy moments Jerid Grandinetti added: "Right now, we want to remind consumers tocherish every moment True happiness does not come from winning the lottery but choosing

to smile."

Graphic Design

Logo

This significant event took place in 1953 Then the entrepreneurs founded a single brandand chose the current name, formed from the merger of two names – Baskin and Robbins.This recommendation was given to them by the local advertising agency Carson-Roberts Itdeveloped for them the slogan “31 Taste” and presented the very first logo

1991-2006

With the millennium’s approach, the company’s management thought about transforming theold logo to modernize it Designers used the number “31” as the basis They placed it in thecenter – between the words “Baskin” (left) and “Robbins” (right) The solid circle wasremoved, replacing it with a half ring The figures are depicted slightly sloping, stretching thebottom of the triple Also, the color scheme now included only two colors, pink and blue

2006-2020

The new logo has become part of the rebranding of the company And although there werealready more than a thousand flavors of the original ice cream by this time, theadministration decided to leave the number “31” She preserved it as a cult brand identityand a legendary mark that marked the beginning of great success

The numbers are still in the center, but separately: the triple and the unit are uniquelyencrypted in the first letters of the founders’ names Now “3” is the right side of “B,” and “1” isthe long left leg of “R.” To make this more visible, the developers highlighted them with color.Under them were the full names of the founders of the company, made by “jumping” letters

in lower case

The last version of the logo was the most winning; therefore, on its basis, they developed acomplete package of corporate symbols, presenting it in a variety of options So, there areversions for stamps, signs, labels, trademarks They are based on a combination of capitalletters “BR”, the number “31” and the expanded name of the network

The updated 2006 Baskin Robbins logo uses a commercial font resembling Variex Regular.Playful, lowercase zigzag letters support a fun mood with sweets and delicious ice cream.From the very beginning (since 1953), the predominant shade of the emblem was pink-lollipop It merged with the visual identity of the brand and became its integral part After theemblem redesign in 1991, blue was added to it, aged in the same pastel spectrum

2020-2022

On the one hand, the logo remained the same, but on the other, it was corrected, which isalmost invisible This is due to the delicate intervention in the emblem so as not to disturb itsgood structure because the combination of the central letters “BR” perfectly conveys thenumber “31” Therefore, everything is left as it is Small changes have affected the font (thewords have become a little more wavy) and the color of the inscription (pink is transferred to

a light scale and looks cleaner)

The wavy text style is retained The designers added a curved shape to the bouncing letters,

so the inscription “BASKIN ROBBINS” came out dynamic The color palette is shifted to thelight spectrum: pink has become brighter by literally a couple of tones

2022-now

In 2022, Baskin Robbins changed the font and color of the logo for the first time in a longtime If she limited herself to a simple rearrangement of elements two years ago, then thistime, the experiments have gone too far The iconic pink and blue inscription with customglyphs is a thing of the past, giving way to a wordmark that contains strict brown sans-serifletters At the same time, the designers retained the sacred number 31 for the restaurantchain at the junction of “BR” and even singled out the unit by adding a characteristicprotrusion with a semicircular hollow behind the “R.” Both figures are still pink, but now theshade is darker The words “BASKIN” and “ROBBINS” are to the right and left of the

abbreviation Their austere style contrasts with the relaxed atmosphere of ice creamrestaurants.

Font and Color

Font:

The inscription consists of bold sans-serif letters and looks proportional, despite theasymmetry The “K” stands out the most: apparently, the designers adapted this glyph to thestyle of the restaurant chain The rest of the characters are reminiscent of Rene Bieder’sGentona SemiBold typeface, with only the “S” resembling a similar letter from AE Type Inc.’sAcronym Bold The inscription is entirely translated into the upper case

As for the “BR” abbreviation, it has a custom design “B” is shaped like a figure-eight withtwo rectangular ledges on the left side The “R” also has one rectangular serif It is located

on top so that the back of the letter is as similar to a unit as possible

Color:

Because most of Baskin Robbins's customers are young people and children, the color isalways changed constantly, in order to attract young customers and renew the brand so that

it is not boring Compared to the cheerful, youthful color as before, The current color scheme

is a bit less cheerful As before, the number “31” is highlighted in dark pink The rest of thelogo is brown The current chocolate pink palette fits the concept of one of the most popularice cream brands in the world

Color spec sheet of Baskin Robbins

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Seeing the importance of attracting customers, Baskin Robbins focused onadvertising a lot It can be said that investing in advertising to attract customers for BaskinRobbins is very important Here are Baskin Robbins' advertising highlights:

Small box 275,000 VND reduced to 190,000 VND.

Medium box 495,000 VND reduced to 342,000 VND

Big box 935,000 VND reduced to 646,000 VND

Pink Friday - Free Upsize

Pink Friday is a new version of Pink Day but better with Free Upsize Unlimited offer for icecream every Friday

The promotion applies when buying Medium Size (M) Ice Cream, you will get free upsize toLarge size (L) - which means all large size ice cream will be charged at the price of mediumsize

Specifically:

1 large size tablet will be discounted for 65k (original price 89k)

Combo of 2 large size tablets is discounted at 109k (original price 149k)

Combo of 3 large size tablets is discounted at 149k (original price 209k)

Buy 1 get 1 free

PINK DAY - Baskin Robbins has a promotion every Wednesday, wearing a pink outfit to thestore will receive offers: Buy 1 large ice cream get 1 small ice cream, buy 1 large size drink,get 1 small size drink

b Media and online

Regularly post content about contests, minigames, articles to increase interaction with customers.

Baskin Robbins cooperates with AEON Mall to organize a spectacular Christmas event Thecontest attracted interest from the moment AEON Mall posted a recruitment advertisement,many young people who love sweets quickly registered to participate in the interestingchallenge The list of 14 teams registered via fanpage has been officially announced at theFacebook page of AEON Mall shopping centers The event takes place on Sunday night,December 20, at 17:30 at AEON Mall Binh Duong Canary A series of great prizes includingvaluable vouchers from sponsor Baskin Robbins, AEON Mall hats, calendars and manyother gifts will be given to the winning team (Baskin-Robbin, 2015)

Contest Be Loved - Give love to women on the occasion of March 8 Contest rules are totake pictures with products of Baskin Robbins and then send love messages to your woman.(Baskin-Robbins, n.d.)

Baskin Robbins teamed up with the producer of Spider-Man 2, releasing an ice cream flavor that corresponds to the character.

Baskin-Robbins, in partnership with Sony Pictures, brings the spirit of The Amazing Man 2 to Baskin-Robbins locations across the country full of delicious food and franchise-inspired promotions blockbuster cinema To keep diners entertained with Spider-Sense,Baskin-Robbins is only offering the following menu items at participating stores nationwidefor a limited time:

Spider-The Amazing Spider-Man 2 Ice Cream - Red and blue vanilla flavored ice cream with darkchocolate layers and mini candies combine to make a flavorful Super Hero Amazing Spider-Man 2 ice cream is available by scoop in a cup or cone, and you can also take it home innew packaged boxes and liters

The Amazing Spider-Man 2 Ice Cream Cake - Be the superhero of the party with thisamazing creation that features the illuminated eyes of The Amazing Spider-Man appearing

to light up with sparks of electricity This cake can be customized with your guests' favoriteice cream and flavor combinations

Electro's Milkshake - Made from The Amazing Spider-Man 2 ice cream, it will stimulate yourtaste buds

To further celebrate the dynamic duo The Amazing Spider-Man 2 and Baskin-Robbins, thefranchise is launching a contest to give fans the chance to win amazing prizes from SonyPictures and Baskin- Robbins Fans who capture their best Spider-Man pose and tag theirphoto on Instagram or Twitter with the special hashtag #BRHero, will have a chance to win.Daily winners will be selected by Baskin-Robbins based on creativity/uniqueness, quality ofthe photo and suitability to the contest theme, to receive a DVD of "The Amazing Spider-Man" and one The Amazing Spider-Man 2 poster, as well as a $25 Baskin-Robbins GiftCard

(Baskin-Robbins, 2014)

Baskin Robbins cooperated with Los Angeles Football Club.

July 26, 2021 Baskin Robbins announced that they are now an Official Partner of the LosAngeles Football Club (LAFC) To help celebrate and continue to instill pride in Los Angeles,Baskin-Robbins is offering fans a variety of ways to score big before and after home games,including:

Ticket giveaway: Baskin Robbins will hold a sweepstakes for a chance to win tickets toupcoming games along with a Baskin-Robbins gift card The first place winner will win twotickets to the upcoming LAFC home game and a $25 BR gift card and one grand prizewinner will win two tickets to the home game upcoming LAFC along with a $200 BaskinRobbins gift card and autographed memorabilia

Team Spirit Scratchers: Los Angeles-area Baskin Robbins visitors wearing LAFC gear ongame days will receive a free scratcher that reveals special discounts on scoops, shakes,sundaes and more

Post-match discount: Fans who attend home games where the Los Angeles Football Clubscore three or more goals will also have the chance to score their own with an exclusivepurchase, receive a coupon for 50% off the next day's Baskin Robbins scoop

(Baskin-Robbins, 2021)