Coca-Cola-Amatil and 'branding' of chips

[Mark Hughes]

> George -- branding is all about inflating the notional
> value of something; hence the difference between margarine
> made by Edible Oil Industries under the Meadow
> Lea brand, and the same stuff made under contract to
> Woolies' under the Home Brand - which is cheaper despite
> the extra middleman (_that_ for disintermediation!).

And the worst part about branding is when it's badly done.  When I
worked at Edible Oil Industries part of Unilever (before I worked for
that other big brand company, CCA :) ) we thought that it was a silly
company name that only caused confusion and didn't make it clear that
Meadow Lea was actually a product made by our competitors with their
equally confusing company name of Allied Mills (as I think it was at
the time).  Now that the two competing companies involved have evolved
their names to Meadow Lea Foods, and Flora Foods, at least we now know
which competitor makes which :)

Regards, Mark

Mark Hughes
Director
Effective Business Applications
effectivebusiness@pplications.com.au
61 4 1374 3959