Brand Identity: Analysis of Ben and Jerry's

Ben & Jerry's believes that their business has a responsibility to the environment and should uphold a set of aspirational principles. They want to better the environment through their ice cream and by also sourcing ingredients, and supporting non-profit organizations.

What does Ben & Jerry's stand for?
Ben & Jerry's stands for bettering the environment as a whole. They do their part in helping to reduce environmental damage by using organic products in some flavors, they supply dairy waste to a compost program, and supports fair trade. Also, they work hard to stomp out global warming. Ben & Jerry's also has an organization called The Ben & Jerry's Foundation. Their mission statement states, "The Mission of the Ben & Jerry's Foundation is to make the world a better place by empowering Ben & Jerry's employees to use available resources to support and encourage organizations that are working towards eliminating the underlying causes of environmental and social problems."
What do you think of when you hear the brand name Ben & Jerry's?
When I hear the name Ben & Jerry's, the first thing I think is, of course, delicious ice cream with the wittiest names you can think of. (Example, Cherry Garcia.) Secondly, the idea of this environmentally healthy company doing it's part to better our world. This company supports peace, and works to stop global warming.
What does the logo signify?
The logo signifies a very clean brand. As you can see, it is a rounded black banner with yellow trim with white, capital, cartoonish looking letters that say Ben & Jerry's inside of it. Also, there is an ice cream cone on the left side of the logo. This lets you know that this brand sells ice cream even if you had never heard about a Ben & Jerry's store.
What does the country of origin mean to consumers?
Ben & Jerry's began as a small homemade ice cream shop in Burlington, Vermont. When you think of Ben & Jerry's you think of local ice cream. Customers loves this. This means, the end product is more fresh, and you're supporting your local farmers, and of course the environment when you purchase this product.
What relationships does the brand have with other companies?
Ben & Jerry's source with many companies to finish their product. They receive their brownies from Greyston Bakery, and receive their milk from the Saint Albans Cooperative Creamery. Also, their cocoa powder, coffee and vanilla extracts are Fair Trade Certified so you know that the farmers are receiving a fair price for their goods.
What is the brand proposition? You should buy Ben & Jerry's products because...
You should buy Ben & Jerry's products because all in all this company is working for a better environment. Not only do their manufacture absolutely delicious ice cream by sourcing, using organic and Fair Trade Certified products, they are working for an end to global warming.

information sources: www.benandjerrys.com