Häagen-Dazs: The Branding Myth of European LuxuryHow a made-up name created the super-premium market

From the show

Iconic Names Explained

Smart branding strategies can physically alter how consumers perceive taste and value. Reuben Mattus, a Bronx entrepreneur, invented a nonsense word to evoke Danish heritage and justify higher prices. This marketing masterstroke birthed a new ice cream category by selling the illusion of old-world quality.