Summer is Ice Cream Season

With summer in full swing, ice cream is on everyone's minds.
But have you ever stopped to think where your frozen scoops come from?

Häagen-Dazs -- the beloved, Danish-sounding ice cream brand – has absolutely no connection to Denmark. You read that right. The name was invented by founders Reuben and Rose Mattus in 1961. The company, founded in the Bronx, New York, was named as a tribute to Denmark's support of Jews during WW2.

Studies show that foreign-sounding or "exotic" brand names can significantly influence consumer perceptions and purchasing behavior. Brands with foreign-sounding names are often associated with attributes like high quality, prestige, and authenticity, according to BAV data.

But American brand names have their place too. Our data indicates that they tend to be associated with different qualities like reliability, trustworthiness, and down-to-earth values. "Betty Crocker" and "Kraft" feel wholesome and dependable compared to exotic imports.

Just look at some other famous examples:

• “Apple" sounds simple, fresh and innovative compared to the colder, more corporate "IBM".
• “Virgin" airlines feels fun and cheeky next to stuffy competitors.
• “Coca-Cola" has a catchy rhythm and those hard "k" sounds that make it pop.

Data shows that the Häagen-Dazs brand remains as iconic as its name.

The brand has maintained a leadership position in the BrandAsset Valuator® (BAV) study for the past thirty years in the US, which is something few brands can say. While it is not as differentiated as it was in 1993, it still far out paces the category on brand equity.

So the next time you dig into a pint of Haagen-Dazs, remember: You're not just tasting ice cream. You're buying into a carefully crafted brand identity – even if it's not actually Danish.
 

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Author: Dor Katz, Sr. Analyst

Dor is a Senior Analyst who joined BAV Group in August of 2022. Prior to joining BAV Group, Dor attended the University of Pennsylvania, where she completed her Masters of Behavioral and Decision Sciences.

Dor is driven by research and data in creating insightful branding strategies that help clients shape their business and purpose. She is passionate about psychology, consumer decision-making, and the gripping art of storytelling – and has leveraged her position to develop and strengthen her ability to curate and tell brand stories.

Dor is originally from Israel and grew up in Prague, Czech Republic. In her free time, she enjoys playing the guitar and hosting dinners with gluten-free goods.

Connect with Dor on LinkedIn.

Opinion Party (Vol 3): Summer Beach Reads
This article is from the third volume of "Opinion Party" from BAV Group, a collection of points of view that focused on embracing the unknown, trusting ourselves and others, and ultimately a body of work that helps us all to connect around topics that unite us rather than divide us. Explore this, and the rest of the articles, to see how our authors have taken their unique experiences and written informative and timely pieces on the intersection of brands and belonging in today’s culture