Brand Anzac

Is there any Australian brand worth more in the hearts and minds of Australians than “Anzac”? While Aussies might get parochial about Qantas and misty-eyed about Vegemite, such household names cannot compete with a brand so central to the national identity that the very act of calling it a brand is likely to spark a flood of letters to the editor. Anzac is dangerous territory for marketers. It is a brand that, on some level, any other brand would want to be associated with. (West Australian, 31 October 2014)


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