Abstract
With an emphasis on the use of the Country of Origin (CoO) effect to influence consumer views of the brand and its goods, this study attempts to analyze the difficulties and issues faced by Hagen-Dazs, a well-known American ice cream producer. The investigation reveals fascinating results that defy accepted wisdom. The study offers insightful conclusions and suggestions for Hagen-Dazs and the larger marketing sector by investigating these findings. Examining Hagen-Dazs's difficulties reveals the difficulties in applying the CoO effect, a crucial branding strategy. The study deepens our understanding of the mechanics and dynamics involved in managing an internationally renowned brand like Hagen-Dazs by focusing on these difficulties. The report also provides analyses and suggestions based on the discovered empirical evidence. These thoughts are intended to improve brand management strategy comprehension and application, particularly in light of the CoO impact. Overall, this study adds to the body of knowledge on brand management by highlighting the particular difficulties faced by Hagen-Dazs and offering insightful advice to marketers looking to fully utilize the CoO effect.
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