BRANDING FOOD & CONSUMER BEHAVIOUR

What are food products vs food brands?

food products are a tangible offer in the market with some product and service elements in it, whereas food brands are intangible and consumer decision heuristics which enable consumers to distinguish between other equivalent products

What are the 2 components of a functioning brand?

the brand itself and the trigger (picture or image)

What does the value of a food product depend upon?

the strength of the heuristic, the number of individuals that deploy it, the breadth of its context and the frequency and value added of the behaviour it controls

What type of brands are food brands vs car brands?

foods brands are ‘recognition;’ brands because consumers recognise and respond tot he cue at the point of sale whereas car brands are ‘recall’ brands because they require the consumer to recall the brand when searching

How can existing brands make a new product going into a new product category more successful?

put the same brand on the new item as brand associations carry over

What are third party/supra brands?

communally owned brands such as health star rating, organic, wholegrain tick, free range

Why do supra brands often fail?

run by committees or non-professionals, objectives often are unclear, ownership is undetermined and may not be a corporate structure

What is effective demand?

someone is able to pay more for food than you or impose their will militarily

How did the Irish potato famine occur and why is NZ in a similar position?

monoclonal crop growth which was wiped out, while Ireland shipped out food sources due to effective demand, locals starved. NZ in a similar position due to large export market and unlikely ability to produce effective demand against other bigger and more wealthy countries

What is the concern about the open nutrient cycle?

non-atmospheric elements/nutrients from the ground are being lost, and peak phosphate is coming (whent he world has reached maximal phosphate production) therefore things like flush toilets and food waste will need to be changed so we can recover nutrients from waste as we did in the past

Where do human remains play a part in closing the nutrient cycle?

alkaline hydrolysis dissolves bodies and potentially if paired with carbon rich material e.g. oat husk can retain nutrients, and alkaline hydrolysis is cheaper and more sustainable than burial or cremation

How is the internet impacting changing lifestyles?

living patterns - domestic communal eating is reducing as work and education switch to an individual basis and food delivery replaces in person dining, relationships - potential for human-robotic relationships influences food marketing, thought - through social media marketing, and society - global surveillance can reward or punish people in real time e.g. social credit score