Retail Marketing - Shopping Center Marketing

In its 60 year, the company rolled out a new brand logo, where “31″ was subtly embedded in the logo design. This was followed by a makeover of the store’s design to reflect a décor that was contemporary and energized. The flavor menu has also been enhanced, with the brand offering more than 1,000 different varieties of ice cream—from fruity options like Cherries Jubilee to chocolate delights like Rocky Road.

But does Baskin Robbins’ online presence reflect the taste and flavor of the brand offline?

At first glance, browsing through the site seems as difficult as zeroing in on a flavor at a Baskin Robbins store. There are several menu options throughout the site, leaving virtual visitors wondering where to begin.

[Full Story at Brandchannel]