Magazine B is an ad-less monthly publication that introduces one well-balanced brand per issue, unearthed from around the globe. B not only shares untold stories behind the brand, but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease.

Founded in 1961 in Bronx, New York, Häagen-Dazs has generated a lot of ink over the years with its Northern European-inspired naming strategy. Founders Reuben and Rose Mattus, husband and wife, hoped the company would be associated with the artisan spirit of old Europe. The compound word “Häagen-Dazs” doesn’t mean anything but is supposed to sound Danish, as Denmark is renowned for its dairy products. As the brand name continues to arouse consumer curiosity and is often assumed to be European, it seems the company nomenclature has been successful. Its creamy texture and deep flavours catapulted the brand to the ice cream of choice for leading restaurants, cafes, airlines and hotels. Hooking its marketing strategies into the sensuous and hedonistic qualities of ice cream, Häagen-Dazs has made a name for itself as a guilty pleasure for adults.

Seoul, South Korea; 170x240mm; 128 pages