Are You a Happy Little Cream Cheese Vegemite? | BTalk Australia
By Phil Dobbie | July 9, 2009
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BNET Australia Contributors
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(Episode 283; 8 minutes 24) Kraft Foods has created a new variety of Vegemite. The original Vegemite was invented in 1922 and there’s been no change in the recipe or packaging since, although Stephen Downes from RMIT University in Melbourne says this is not the first brand extension for the Aussie icon.
So is this a safe move on the part of Kraft Foods? What does it tell us about how to manage a brand extension?
We discuss some unlikely brand extensions — like a Harley Davidson cake decorated kit. Feel free to suggest your own bad brand extensions in the Talkback section at the end of this post.
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