The name Baskin Robbins is a brand, it stands for something. When you say you are going to get a Baskin Robbins, everybody in The States immediately knowes that you are going to get an icecream.
A brand is not something tangible, it only exists in the mind of the customers.
The brand Baskin Robbins stands for a treat for the entire family. The company publishes itself as ‘your neighberhood ice cream store’ They say that they sell premium ice cream and that it is delicious and delightfull for every occasion. This is how they want to be know by the public, this is the brand identity.
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