Ben & Jerry’s. More Than Just a Logo?

Brand equity It’s not just about recognition or market share—it can also be about values, and emotional connection.

When your brand includes your name it matters more.

When Ben Cohen and Jerry Greenfield sold their ice cream business to Unilever in 2000, the deal included a unique provision in the sale contract which was the creation of an independent board of directors designed to safeguard the company’s social mission and brand values.

Unilever have now got tired of ice cream and are selling the business, but Ben Cohen and Jerry Greenfield are worried about what that will mean for their social mission and are trying to regain control of the brand.

The two parties will go to court to decide who keeps the brand equity.

Will it end up being Phish Food or Boom Chocolatta cookie core!?