Safety and social commitment attributes: Positioning multi-ingredient food products

Two of the attributes that increasingly define a packaged food company's brand equity are its safety to the consumer and its commitment to an array of social objectives, especially the environment. The distinctions between these two attributes is increasingly blurred, as seen in brand positioning with respect to use of growth hormones, pesticides, and genetic modification of ingredients. Examining the Ben and Jerry's brand of ice cream, we find that the complexity of its supply chain creates challenges in the company's effort to promote the brand strengths on the safety/social dimension. Internet web sites are one tool that can help a firm craft its brand's safety/social position while avoiding the hazards of making contestable claims.