Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How Häagen-Dazs used foreign branding to create a premium image
14 snips
Dec 12, 2022 Explore the intriguing world of branding through Häagen-Dazs's clever use of a Scandinavian name to elevate its image to luxury status. Discover how foreign branding influences consumer perceptions and creates expectations of quality. Delve into the ethical considerations of using behavioral science in marketing strategies, emphasizing the balance between persuasion and manipulation. Plus, learn how strategic pricing comparisons can shift consumer views, making products seem more appealing by aligning them with premium options.
AI Snips
Chapters
Transcript
Episode notes
Haagen-Dazs' Foreign Branding Success
- Haagen-Dazs was created as an American brand with a fake Danish name to evoke sophistication.
- The foreign branding set positive expectations that improved the taste experience for consumers.
Expectancy Theory in Branding
- Expectations strongly influence our actual product experiences through behavioral effects.
- Fancy labels can increase perceived taste satisfaction by a measurable margin.
Atari's Foreign Branding Example
- Atari brand borrowed credibility from Japanese consumer electronics by using a Japanese-influenced name and logo.
- This tactic of foreign branding created an association with excellence despite being an American company.