Magazine B #47 • Haagen-Dazs

Published in English out of Seoul, South Korea, each issue of Magazine B (a.k.a. Brand Document Magazine) introduces one well-balanced brand. B shares the untold stories behind the scenes, including the culture of the managers, employees, customers, and communities that create, support, and sustain a brand. Readers gain insights into how great brands get, and stay, great. Interviews with employees, consultants, competitors, customers, and analysts give a 360-degree view of all aspects of a brand. Magazine B has published 91 issues since 2011, with each issue sustaining relevance, covering the core values and practices of timeless brands.

Every issue examines how a brand balances four elements to realize their goals of service to their owners, employees, customers, and communities: Beauty, practicality, price, and philosophy.  B’s unique insights and in-depth analysis of how brands started, how they're managed, maintained, and presented to the world, offers readers a new way of looking through a brand's particular perspective.

This Issue:
Founded in The Bronx, New York, in 1961, Häagen-Dazs has generated a lot of press over the years with its Northern European-inspired naming strategy. Its creamy texture and deep flavours catapulted Häagen-Dazs to the ice cream of choice for leading restaurants and cafés, as well as airlines and hotels. Hooking its marketing strategies to the sensuous and hedonistic qualities of ice cream, Häagen-Dazs has been successful in making a name for itself as a guilty pleasure for adults.