Brand – Appendix

Product branding
Brand development that Baskin Robbins adopts has been much similar to that of its competitors, where line extensions of product types are used. Extension of its brands to new forms of flavors to its existing product category give rise to the wide variety of flavors, in line with “Baskin-Robbins proposition which has offered over 1,000 flavors of ice cream, including Sugar Free, Fat Free and Light choices. Their menu also includes frozen yogurt, sorbets, sherbets, beverages, ice cream cakes, sundaes and hand-packed ice cream”.

Marketing of branding in Singapore
Like the other marketing promotion tactics, celebrity is often invited to the grand opening of the launch which acts as a double sword towards the enhancement of brand image. It has been seen that “Singapore’s favourite SPG “Barbarella” from the popular local comedy “The Noose” officiating the opening of the 4000th international store”.

According to Srinivas Kumar, President and Chief Operating Officer, Baskin-Robbins International, they have collaborated with fanchise partners like Mr. Cheah, and crewmembers of Scoop & Scoop to fulfill the demand for Baskin-Robbins top quality ice cream, cakes and treats, served in a fun and welcoming environment.”

And together with words mentioned from the president and owner of Scoop & Scoop LLC, led by Mr. S.Y. Cheah, he aims to “introduce Baskin-Robbins’ as the world class ice cream, cakes, and treats along with their customary quality service and great value to the people of Singapore”.

Experiential marketing
Core: Variety in flavors, with the introduction of flavor of the month * Extended identity: Ambience of Stores, Packaging, Regional Flavors * Relaxing lounge-style seating * Iconic “pink spoon” door handles and textured walls reminiscent of Baskin-Robbins waffle cones * Expanded topping