Peter McDonald

MPhil candidate

Primary supervisor: Prof. Charles Areni
Co supervisor: Secondary supervisor: Associate Professor Paul Henry

Thesis topic

How does equity of the supermarket parent brand influence the likely shape and success of its store brand portfolio?

Description of research

Academic qualifications

GCHE (Teaching & Learning), UTS, Australia

MBA (International Business), York University, Canada

B Com (Marketing), UNSW, Australia

Scholarships

Bio

Multi-tasking has been standard fare throughout my career, successfully completing all of my tertiary studies on a part-time basis - consciously intertwined with my family, and work responsibilities.

Brand management roles at Warner Lambert and American Home Products initially built my strategic marketing foundations. Subsequently agency management roles, in Australia and North America, working closely with 'leading-edge' clients such as Bristol Myers, Hanes Corp., Mars Inc., McDonald's, PepsiCo, and Procter & Gamble have deepened my understanding of holistic brand building communications.

More recently I have created high value sustainable partner relationships for the delivery of key brands of clients such as the ABC, Commonwealth Bank, Domino's, Foster's Group, General Mills, Harley-Davidson, Hungry Jack's, Real Insurance, 7-Eleven, and Tourism Australia.

Married to a Kiwi wife, with three Canadian daughters and an Aussie son, my family loyalty is frequently put under severe stress when watching Australia compete against most international sports' brands.

Publications

Research interests

• Retail supermarket parent and store brands
• Challenger brands
• Internal brand building

Teaching experience

Contact details

peter.mcdonald@sydney.edu.au

Expected submission date Jun 2014