WEEK 8 CASE STUDY

(for discussion in class)

Introducing iSnack 2.0: The New Vegemite

Anat Keinan; Francis Farrelly; Michael Beverland

Product #: 512020-PDF-ENG (19 pages)

Publication Date: Apr 20, 2012

1. What does Vegemite mean to Australian consumers?

2. Discuss the theory of brand equity, particularity with

reference to Vegemite (original). How does this create
brand resonance with customers?

3. Do you think Simon Talbot should have changed the

name of iSnack 2.0, or should he have kept the name
and tried other marketing methods to overcome the
consumer backlash? Provide your arguments for and
against keeping the brand name.

4. Why did Talbot need to revitalise the brand?