Ben & Jerry's Brand Extension: Market Analysis and Strategic Report

This report examines Ben & Jerry's, focusing on a potential brand extension to capitalize on the growing consumer trend towards healthier lifestyles. It includes a market analysis, evaluating opportunities for a healthier ice cream line with lower calorie and fat content, and higher protein. The report also assesses Ben & Jerry's brand equity, highlighting its fun and quirky identity, and suggests leveraging this image to promote the new product line. The conclusion emphasizes the importance of branding elements and market analysis in developing successful brand extension strategies, utilizing tools like STP analysis and the marketing mix. The report references academic sources to support its analysis and recommendations, providing a comprehensive overview of the brand extension concept for Ben & Jerry's.

Component Group Report

Table of Contents
 Introduction
 Ben and Jerry's
 Market Analysis
 Brand Extension
 Brand Equity
 Conclusion
 References

Introduction
 Ben and Jerry's was founded in the year 1978
and has reached 35 international markets by
mass retailing products. This presentation
provides suggestion of new brand extension
by conducting market analysis and looking at
brand of Ben and Jerry's.

Ben and Jerry's
 The brand portfolio of Ben and Jerry's includes
wide variety of tasty and sweet flavours of ice-
cream, sorbet and frozen yogurt.
 The logo of the company is made up of black,
yellow and whit colours with a rectangular shape
and slight curve.

Market Analysis
 Ben and Jerry's has the
opportunity to exploit the rising
consumer trend towards
achieving fitness and following
healthier lifestyle by offer
products which are evaluable to
health and well-being.

Brand Extension
 The brand extension idea for Ben and
Jerry's is to create a healthier ice
cream line which has lower calorie and
fat along with higher protein.
 This can include flavours such as
sweetcorn, buttermilk, sweet lavender,
coffee and frosted almonds.

Brand Equity
 Ben and Jerry's as created a positive brand
image by constructing a fun and quirky
identity.
 This can be elevated through the fun
flavours of the new brand line of healthier
products.

Conclusion
 From the above presentation it is determined that logo and other viable features of
branding play an important role in communication. Market analysis needs to be complete
to identify opportunities of releasing new brand lines. STP analysis and marketing mix are
useful tools for preparing marketing tactics in relation to brand extension idea. Brand
equity can be determined with the help of Keller's CBBE model.

References
 Mills, A. J. and Robson, K., 2019. Brand management in the era of fake news: narrative
response as a strategy to insulate brand value. Journal of Product & Brand Management.
 Mogaji, E., 2021. Brand management. Springer International Publishing.
 Paul, J., 2019. Masstige model and measure for brand management. European
Management Journal, 37(3). pp.299-312.