I don't know why I have devoted this weekend to junk food brands. Perhaps it is because I recently wrote about brand junkies. In the case of today, it is probably because the weather is getting warmer and people start thinking about a visit to their neighborhood ice cream store. I recently read about the expansion of the Baskin-Robbins stores. My association with Baskin-Robbins dates back to my undergraduate college days when I would visit the Baskin-Robbins store down the street to take a study break and decide which of the 31 flavors I fancied that evening. I must admit, until I read about them last week, I had forgotten about Baskin-Robbins.
Baskin-Robbins which is owned by Dunkin Brands apparently had slowed its operations in the US to concentrate on international growth. They are now back to focusing their efforts on US expansion. It appears that my city alone will have 50 new stores. The new Baskin-Robbins sports an updated logo, new graphics and more offerings. One can now visit a Sundae Bar and soon you will be able to buy soft-serve ice cream in your local store.
What strikes me about Baskin-Robbins and other franchises is that it appears franchisees are eager to embrace the brand and willingly adhere to the appropriate brand guidelines. In other words, become passionate brand champions. Why is it more difficult to accomplish this in other private and public organizations?
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