1. During 2009, Kraft Foods begun changes to the classicbrand of Vegemite due to decreasing market share andbrand equity. A new brand extension was released,intended to be an update on the classic product. As donewith the original Vegemite, customers were invited to helpname this new product 2. Consists of three parts: Cognitive Perceptions Affective Feeling and Emotions Conative Expected BehaviourStrong feelings of attachment to Vegemite brandengrained over generations. Feelings that are not passedon to Kraft Foods 3. Preliminary Market ResearchMotivation: Advertising campaign How do you like yourVegemite?Cues: Print and online media and advertising presenceResponse: Measurable through direct interaction andsocial mediaReinforcement: Dual front How do you like.. andName Me competition 4. What is the Involvement Theory?How does the Vegemite brand fit thistheory?How have both Consumers and Vegemitereacted to this name change? 5. Despite anger over name, sales were solidAnger was directed at Kraft Foods, not VegemiteReturning naming to consumers and choosing the morepopular vote is in line with original naming concept of theVegemite brand name belongs to the public. 6. The Brand Personality framework, developed by JenniferAaker in 1997.Shows how brands can be defined by human traitsAaker, JL 1997, Dimensions of Brand Personality, Journal of Marketing Research, Vol. 34, No. 3, pp347 7. Vegemite SincereDown-to-EarthHonestCheerful CompetenceReliableIntelligentSuccessfulCheesybite ExcitingUp-to-dateImaginativeDaring SophisticatedUpper ClassCharming