Latest Intelligence on Branding

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Type Product title / description Pub Price
CommentWire
CommentWire

Vegemite: utilizing consumer opinion

After remaining the same for 85 years, Kraft Foods has launched a new Vegemite spread in Australia. The process has been driven almost entirely by 'crowdsourcing' feedback from loyal consumers. As Vegemite is a staple Australian food, Kraft has placed a large amount of value on heritage, with those who consume it most having a say in its formulation - a move that should draw a favorable response.

Published By Datamonitor
15 Jun 2009
CommentWire
CommentWire

Personal Accounts: time to help feather the NEST

The Personal Accounts Delivery Authority has announced that the new national workplace pensions scheme is to be called the National Employment Savings Trust. While it hopes that the rebrand will boost pension uptake, providers still need to help make the industry more viable and sustainable with flexible solutions.

Published By Datamonitor
25 Jan 2010
Expert View
Expert View

Kraft pulls iSnack2.0 name after backlash, but publicity may have done more good than harm

Vegemite, one of the most popular food brands in Australia, has been forced to scrap the ill-fitting name 'iSnack2.0' after being lambasted both by consumers and the media. Despite the widespread criticism of the name and its withdrawal, Datamonitor views the intense media debate as a boon to a brand struggling with slowing sales.

Published By Datamonitor
05 Oct 2009
CommentWire
CommentWire

HSBC: rebranding its global private banking operations

HSBC has announced that it is to rebrand its global private banking operations amid concerns in the wider industry over the rebuilding of fee income and client confidence. This could be an effective approach, but only if it comes as part of a broader business transformation.

Published By Datamonitor
17 Feb 2009

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