Essays on An Evaluation of the Vegemite Brand Case Study

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The paper "An Evaluation of the Vegemite Brand" is a great example of a marketing case study.   This report is an evaluation of the Vegemite brand under different subheadings including its history from the 1920s when the product was developed to date when it has established itself as a market leader. The challenges that the brand has faced from the time it was introduced in the market. The report explains the context of the brand, its equity, values, and personality. There is a further attempt to see how the brand communicates to stakeholders.

From this entire analysis, the report also provides recommendations on how best to move forward in light of the current challenges and opportunities The purpose of this report is to consider and examine the Vegemite brand in order to give a judgment of its value, its quality, and the extent to which it has been accepted in the market. The report will base its judgment on different parameters that are generally used in examining the entire ensemble of indicators portrayed to different interested parties as defining features on how a product is promoted to the contemporary consumer.

The report would be useful in the management of the Vegemite brand in order to develop an effective marketing strategy for the brand. The author argues in a well-organized manner that the parameters examined in the report include the history of the brand and brand equity. The report also seeks to explain what brand values are and the brand values of the subject brand. The personality of the brand is also examined in the report as will the brand communication to stakeholders. The report will also look at the major challenges currently facing the brand.

After considering all the above issues, the report will make recommendations on how best the brand can be improved to increase customer loyalty and also encourage other customers to take up the brand. The proposed improvements will be as per the weaknesses found in the evaluation of different aspects of the Vegemite brand.

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Keller, Kevin L. (1993) ``Conceptualizing, measuring, and managing consumer-based brand equity'' Journal of Marketing 57:1-22.

Laurent, Gilles, Jean-Noel Kapferer, and Francoise Roussel (1995), "The Underlying Structure of Brand Awareness Scores," Marketing Science, 14 (No. 3, Part 2), G170-G79.

Lassar, W., B. Mittal and A. Sharma (1995). “Measuring Customer-Based Brand Equity,” Journal of Consumer Marketing, 12 (4), 11-19

McQueen, J (1991), ``Leveraging the Power of Emotion in Building Brand Equity,'' ARF Third Annual Advertising and Promotion Workshop, February 5-6.

Parameswaran, M.G (2006). Building Brand Value: Five Steps to Building Powerful Brands. Tata McGraw-Hill Education.

Schultz, D.E& Bernes, B.E(1999). Strategic brand communication campaigns. NTC Business Books.

White, R (1994). "A Brief Cultural History of Vegemite". In Craven, Ian; Gray, Martin; Stoneham, Geraldine. Australian Popular Culture. Cambridge, United Kingdom: Cambridge University Press. pp. 19–20. ISBN 0-521-46667-9. Retrieved 12 November 2011.

Tan, Winston (5 October 2008). "Vegemite produces billionth jar". AAP.

The Eureka Council (2008) "History of Vegemite – 1922". http://web.archive.org/web/20080723130242/www.eurekacouncil.com.au/5-Australia-History/History-Pages/1922-vegemite.htm. Retrieved 6 April 2013.

Wilson, J ( 2009). "New Zealanders take to Vegemite". Te Ara: The Encyclopedia of New Zealand. New Zealand Government. Retrieved 7 April 2013.

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