Repositioning New Zealand Venison: From Commodity to Brand

Abstract

This case study examines the brand repositioning strategy of the New Zealand Game Industry Board's brand program ‘Cervena’. Two lessons are derived from the case. Firstly, the program is an example of an organisation attempting to initiate a market orientation in a product oriented industry. Implementing a market orientation involves undertaking changes to key industry assumptions and developing supportive processes to reinforce market-oriented cultural values. Reinforcing these values will help ensure high quality market-oriented behaviours. Secondly, branding in B2B markets involves establishing a reputation with business buyers and an aspirational position with end consumers.