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Orphan Brands - Essay Example

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Orphan Brands

1). Marmite is one of those orphan brands that people can tell what it is just from sight, and often grow used to its particular flavor after a while of using it.
Children in Britain are generally fed the substance from the time they are weaned, and most never grow out of it. It has a high B-vitamin content, as well as riboflavin and niacin-and as such is very healthy for them to eat. (The vitamin-B complex helps prevent anemia.) Plus, they grow used to the taste, so it is sort of like soda, potato chips, of other snacks that children in the Western world get accustom to as they grow older.
The purpose of this paper is first, to discuss branding, and also to define orphan brands and how they are created, determine why they are named orphan brands, why orphan brands are bought by other companies, weather or not it was a good idea for the company to sell them, how strong was the brand, what benefits are achieved from the new company, advantage(s) and disadvantages(s) of the new company, changes that were made by the new company, brand, what benefits are achieved through the new company, and advantages and disadvantages. We are also going to look at the success of the "orphan brands" and if in fact the companies who chose to sell them should have retained the brands or not, and weather or not it would have been more profitable to do so.
Marmite: Love it or Hate it
For the sake of further explaining the product in question for that those who do not know, marmite is a popular way to make a sandwich and other similar meals. Here is a popular recipe for the Marmite and Cheese Dream, taken from (Marmite.com.uk, 2008, pg. 1):
Marmite and Cheese Dream
1. Take a couple of slices of bread and spread with butter.
2. On one of the slices spread your Marmite on top of the butter (we'd recommend 4g, or about the end of a knife).
3. Now lay on a slice of your favourite hard cheese (e.g Cheddar, Emmental etc).
4. Finish off with some salad vegetables and close this delicious combo with the other slice of bread.
Other ideas taken from (Marmite.com.uk, 2008, pg. 1) include include the following delicious treats:
Marmite and cheese dream
The Italian job
Ocean lovers'
Ploughman's
Sunday roast
Mediterranean chicken
Veggie delight
Tomato with a twist
Savoury cheese and cucumber
Simple cottage cheese open face
Cheat's Welsh Rarebit

Marmite is a very niche product, and for the people who live it there is nothing else that hits the spot quite like marmite. It is a product that some people will for sure hate, but those that love it will even go out of their way to follow the product across name changes and product transfers. People are for certain loyal to marmite, no matter who is making the brand they love so much.
Marmite's getting a 21st Century Makeover
Today Marmite is evolving with the trends of the modern food world. According to the discussed herein article entitled Groceries that Time Forgot (2008,pg. 1), "Marmite's getting a 21st-century makeover. You'll either love it or you'll hate it - but Marmite is henceforth to be sold in plastic squeezable bottles as well as in those old-fashioned glass jars." Bowden adds, "Creating a ...Show more

Summary

According to the definition on given by WordSpy (2008, pg. 1) an orphan brand is "A once-famous brand name that remains on sale but is no longer popular". Orphan brands are sometimes also known as ghost brands. The main example that will be used in this assignment in is Marmite, but other brands will be used as well for the purposes of demonstration and to help illuminate the scope of orphan brands that still exists throughout the global economy today.
Author : ekuphal
Orphan Brands essay example
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