Research Reports: Vega School of Brand Leadership

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Browsing Research Reports: Vega School of Brand Leadership by Subject "Agriculture"

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    Cape Town City Council’s communications during the 2017/2018 water crisis, and the impact on the brand image of the city
    (The IIE, 2018) Piketh, Josh
    There are many definitions of how a brand can be defined, brands are seen as social constructs in their primary form (Klopper & North, 2011). This means that a brands intended identity is never achieved but rather a brand image is created by consumers. This creates a subjective view of a brand such as the City of Cape Town to the onlooking public. Brands unfortunately create negative perceptions surrounding the brand and this leads to a negative brand image. The aim of this study is to explore the impact on the City of Cape Town as a brand with regards to preparation efforts taken leading up to the current drought. These efforts aim to ensure successful communication in order for the City of Cape Town maintains their brand image amongst voters. The objectives of this research proposal were to determine which governance responsibilities drive brand identity and to establish how preparations have affected voter perceptions of The City of Cape Town’s brand image. With the use of research and development as well as qualitative research, the aim of this study is to help other cities leading up to natural disasters manage their brand image. Through examining the failures and successes of The City of Cape Town, the study should guide other cities in successfully managing efforts leading up a natural disaster to positively impact their brand image. The small scale of qualitative study involved a focus group of four members and a questionnaire of 10 participants. Through the themes created from the primary research there is proof that respondents appear to feel that the efforts taken out by The City of Cape Town have had both a positive affect as well as a negative effect on their perceptions of the city. With findings leaning slightly more towards the creation of negative perceptions. These findings show that voter perception have been affected leading up to the next election. The key findings and insights from both primary and secondary research aided this study in creating sound recommendations for political entities.
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    AN EXPLORATORY STUDY OF SHOPRITE AND CHECKERS AS A MEANINGFUL BRAND IN THE CONTEXT OF FOOD WASTE MANAGEMENT
    (The IIE, 2022) Ralane, Langelihle
    Background: Food waste and loss continue to be a problem globally. This is despite many people going hungry in the world, especially in sub-Saharan Africa. A lot of food is wasted during the early stages of production in lowmiddle income countries such as South Africa. But recent wastages in postharvest to consumer supply chain stages put retailers such as Shoprite and Checkers at the centre of food waste management research. Objective: Thus, the main objective of this study was to describe how Shoprite and Checkers managed or failed to manage the sourcing and processing of raw materials to minimize food loss and food waste. Method: To achieve this objective, this study applied a secondary qualitative research as a design. Content analysis of text data in the form of existing online media materials on the subject of Shoprite and Checkers and food waste was applied. Three online articles were sourced and analysed using a thematic analysis technique as a method of data analysis. Findings: From this analysis it was found that food waste and loss happen at the agricultural or production levels in Shoprite and Checkers’ supply chain. This was despite efforts made by the group to reduce food waste, and despite the fact that the retailer does not directly control the independent large-scale farmers responsible for food production. It was also found that food waste leads to waste of embedded resources such as water, land, capital and labour. At the same time, it was found Shoprite and Checkers makes efficient effort towards preventing and reducing food waste/loss. It does this by using predictive analytical tools such as artificial intelligence and machine learning to mitigate against food waste (South African Good News, 2022). The retailer also demonstrated to be socially and environmentally conscious, thus fulfilling its endeavours towards being a brand with purpose.
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    The impact of ‘Day Zero' on the Western Cape wine industry: A qualitative analysis into the perceptions and attitudes of students towards the allocation of municipal water under ‘Day Zero’ conditions.
    (The IIE, 2018) Burger, Clare
    “We will know the worth of water when the well runs dry.” Benjamin Franklin The Western Cape has been experiencing extreme drought conditions since 2015. In order to ease the pressure placed on the water supply, municipalities across the province will continue to place higher tariffs on water consumption to encourage South Africans to reduce their use of the municipal water supply. The drought has been afflicting most of the agricultural and many of the urban sites of the Western and Eastern Cape and as such all non-essential consumption is being assessed in order to determine its relative priority status. An investigation was conducted through in depth interviews with student wine consumers in order to determine how consumers react to the concept of water prioritisation, should ‘Day Zero’ come into effect. By looking at the allocation and consumption of municipal water towards wine farms within the Western Cape, the research set out to understand the impact these perceptions will have on the overall wine industry within South Africa. The problem occurs for winemakers within the region, as growers will face some concerns when it comes to prioritising wine farming in the overall context of agriculture. The most significant results that stood out from this research study was that consumers face ethical considerations when arguing for the rights of municipal water to wine farms over other, more essential agricultural sectors and as a result, look unfavourably towards these brands.