A brand is the face of any business, not just the logo, and can symbolise the companys ideals; what it represents and what its offering. As well as the confirmation that the product of the brand will accumulate customer satisfaction and forms expectations which the customer expects too be filled.
In 1978, Ben and Jerry opened their first ice cream scoop shop in the shell of a previously renovated gas station (in Burlington, Vermont). This was made possible as they enrolled in a $5 correspondence course in ice cream, in 1977, the year before.
in 1982, they moved to a new location. By 1986, they opened a new plant in Waterbury, Vermont. Throughout the 80’s, more and more people discovered and fell in love with the delicious ice cream. By the end of the 80s, there were over 80 Ben and Jerry’s ice cream scoop shops in 18 American states.
By 1994, Ben & Jerry’s stores were opened in the UK and in 2000 in Ireland as well as Europe.
Ben & Jerry’s has a three-part mission; product, economic and social. This is good because these stages check that they have a high quality finished product which is environmentally friendly, they utilize the company’s sustainability and try to improve the quality of life around them through their product and show respect to other people and communities.
They try to minimise the waste they create from the leftover product, what’s wasted will be sent back from the Vermont plants to the farms to be transferred into energy to be used there.
As well as only supporting methods of food production that are sustainable and do not harm the environment.
The packaging is made out of recycled paper and cardboard. It is Forest Stewardship Council certified, making it sustainable to the environment.
They’re adverts are short, and get their message across. They describe the product and what the main flavours are. They also include, discreetly, that the product is aligned with Fairtrade.