Brand Naming: Kraft Foods' "iSnack 2.0"' Controversy in Australia
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Marketing and branding experts were divided in their reactions to Kraft's branding exercise. While some experts felt that this was a genuine misjudgment on the part of the company, others felt that it was a clever marketing ploy to raise awareness about its new product. While the debate on this issue raged on, experts were almost unanimous in their view that this episode would not only be remembered as a horrible example in the history of branding but would also serve as a valuable lesson in branding strategy for all marketers.
» Understand the issues and challenges in naming a brand (new brand, brand extension, rebranding).
Brand Naming, Change in consumer preference, Waning brand appeal, Market research, Crowd sourcing, Naming competition, Branding, Branding disaster, Planned publicity gimmick, Misjudged marketing effort, Ethics, iSnack 2.0, Vegemite, Kraft, Australia
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