Ben & Jerry’s premium ice cream was founded in 1978 with little more than $12,000 and an old-fashioned rock-salt ice cream maker. Today it is one of the most successful brands on the market. Part of the company’s success lies in its clearly defined brand image as a super-premium product with a fun, counter-cultural edge.
1. Describe a typical Ben & Jerry’s consumer.
2. What microcultures does the Ben & Jerry’s brand appeal to?