Brand Naming: Kraft Foods’ ‘Isnack 2.O’ Controversy in Australia

Australia Consumer packaged goods Abstract This oddball is about Kraft Foods Incs decision to fling a breakfast spread with the pattern iSnack 2. 0 in Australia, and the joust that followed which forced the guild to withdraw the stake nonice. The guild had firm to give the take a leak iSnack 2. 0 to a crude version of the Australian food impression Vegemite in September 2009.While the company felt that the name it had arrived at later conducting an on-line brand name oppose would appeal to the generation Y segment who were use popular carrefours such as the iPod and the iPhone, the level segment rejected the name outright and there was a considerable backlash against the company. Marketing and mark experts were divided up in their reactions to Krafts branding exercise.While near experts felt that this was a genuine misjudgment on the give way of the company, others felt that it was a adroit trade ploy to raise cognisance about its new product. While the palisade on this issue raged on, experts were almost upstanding in their view that this episode would not only be remembered as a horrible example in the score of branding, but would also serve as a valuable lesson in branding strategy for all marketers.The case will help students to (1) understand the issues and challenges in naming a brand (new brand, brand extension, rebranding) (2) psychoanalyze the effectiveness of crowd sourcing in branding decisions (3) appreciate the importance of selling enquiry in branding decisions (4) analyze the pros and cons of using social media as a trade tool to generate publicity for a product (5) understand why the target segment rejected the brand name iSnack 2. for the brand extension of the iconic Vegemite brand (6) discuss and debate whether Krafts decision was a deliberate attempt to create controversy to create awareness for its new product and the related ethical issues and (7) explore shipway in which Kraft could have make the br anding campaign more effective and also explore branding strategies that Krafts marketing team can adopt in the future.This case is meant for MBA / MS students as part of the brand management / consumer behavior/ marketing communications curriculum. The didactics note includes the abstract, teaching objectives and methodology, assignment questions, feedback of the case discussion, and additional readings and references. It does not contain an analysis of the case.