Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Our Work Detail

EXPERTISE

  • Research

INDUSTRY

  • FMCG
Contact Us

HAAGEN-DAZS China Culture Research

Through a semiotic analysis of the target markets, Labbrand helped Häagen-Dazs to discover potential opportunities of its gifting products.

China Culture Research – THE HOUSE OF ICE CREAM

Häagen-Dazs is an American ice-cream brand whose first retail store was opened in 1987 in New York. With over 30 years’ experience in its industry, the business now has franchises throughout the United States and many other countries.

China Culture Research – THE CULTURE OF GIFTING

Häagen-Dazs planned to reiterate its success in the Asia-Pacific region, especially in Singapore and South Korea where it was believed to have a huge potential through developing products employing the “gifting” concept that was proved to be a success in the Chinese market. In order to achieve this, Häagen-Dazs needed to build a culturally strong and relevant product concept that will increase the frequency of the gifting motivated purchases and to strengthen the concept of “gifting.”

DISCOVERING THE OPPORTUNITIES IN APAC

The research project was divided into two phases: qualitative research and semiotic analysis. The focus group discussion conducted by Häagen-Dazs team raised some questions for the second phase.

The crucial phase of semiotic analysis was designed to answer important questions such as the meaning of gifting in Singaporean and South Korean cultures, how it is communicated in relevant categories, key market trends, and what are the opportunity areas that Häagen-Dazs can leverage.

Through a semiotic analysis of the target markets, we identified four key quadrants that represented different emotional motivations of consumers’ gifting behavior. By deploying the semiotic square, we developed a new gifting ideation framework to define key gifting occasions. After a workshop with the Häagen-Dazs team for co-creation and further analysis, we assisted Häagen-Dazs to discover potential opportunities of its gifting products.

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




ROCA Chinese Market Strategy

ROCA, a venerable bathroom brand with a century-long legacy hailing from Barcelona, Spain, has established a robust commercial presence spanning across 135 countries. In …

Elevating TripAdvisor’s Brand Image: Brand Renaming for the World’s Largest Travel Website

TripAdvisor, the world's largest travel website, entered the Chinese market in 2009 under the local brand "DaoDao.com." As Chinese travelers began to interface more frequ…

SEAT Chinese Naming

Labbrand created the SEAT Chinese naming for SEAT, establishing the brand presence with Western uniqueness and elegance in China. SEAT Chinese Naming - A BRAND ON THE MOV…

Velar Chinese Brand Name Creation

Renowned for crafting premium all-wheel-drive vehicles, Land Rover stands as the iconic British car brand. With a fusion of refinement, performance, and unparalleled all-…

Strengthen Weber’s Consumer Strategy Through Market Entry Research for Asian Markets

Weber-Stephen Products (Weber), a globally recognized leader in premium grills and accessories, endeavored to solidify its foothold in the Asian market, particularly in C…

Volkswagen’s global campaign Chinese Tagline Creation

Labbrand created the Chinese tagline for Volkswagen's global campaign, communicating the sustainable and initiative brand image in Chinese market. Volkswagen's global cam…

Unilever China Innovation – OMO and Comfort Leading Brand Innovation in the Chinese Fabric Care Market 

Unilever, teaming up with Labbrand, dove into a journey of brand innovation with a focus on brand innovation to bolster its fabric cleaning and conditioning powerhouses, …

Marriott Website China: Marriott Hotel Brand Digital Roadmap Creation

Discover the power of Marriott's digital presence in China as Labbrand shapes a distinct online roadmap, setting the brand apart in a competitive market. Explore the impa…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject