International Marketing Brand Management: Ben & Jerry’s Brand Extension

1

International Marketing Brand Management: Ben & Jerry’s Brand Extension

Introduction

The contemporary global market is showing rapid transformation with the influence of digital technology impacting consumer behaviour and extensive globalization. According to Vredenburg et al. (2020), addressing the changes in consumer attitudes and service sectors, business organizations are focusing on developing effective marketing strategies that can incorporate these changes to create higher degrees of customer attraction and retention. However, one of the leading global ice cream manufacturing and retailing companies Ben and Jerry’s also emphasizes creating value through effective branding approaches in the European market. With the incorporation of new marketing strategies by identifying the service developments and customer preferences, the company needs to focus on a wide range of factors that can enhance…