1. During 2009, Kraft Foods begun changes to the classic
brand of Vegemite due to decreasing market share and
brand equity. A new brand extension was released,
intended to be an update on the classic product. As done
with the original Vegemite, customers were invited to help
name this new product…
2. Consists of three parts:
• Cognitive – Perceptions
• Affective – Feeling and Emotions
• Conative – Expected Behaviour
Strong feelings of attachment to Vegemite brand
engrained over generations. Feelings that are not passed
on to Kraft Foods
3. Preliminary Market Research
Motivation: Advertising campaign – ‘How do you like your
Vegemite?’
Cues: Print and online media and advertising presence
Response: Measurable through direct interaction and
social media
Reinforcement: Dual front – ‘How do you like..’ and
‘Name Me’ competition
4. What is the Involvement Theory?
How does the Vegemite brand fit this
theory?
How have both Consumers and Vegemite
reacted to this name change?
5. Despite anger over name, sales were solid
Anger was directed at Kraft Foods, not Vegemite
Returning naming to consumers and choosing the more
popular vote is in line with original naming concept of the
Vegemite brand – name belongs to the public.
6. The Brand Personality framework, developed by Jennifer
Aaker in 1997.
Shows how brands can be defined by human traits
Aaker, JL 1997, ‘Dimensions of Brand Personality’, Journal of Marketing Research, Vol. 34, No. 3, pp347
