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Brand Management of Cadbury

   

Added on  2020-10-22

16 Pages4741 Words268 Views
BRAND MANAGEMENT

ContentsINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1P1 What are the importance of branding and why it is important and how it can be applied onbusiness practices...................................................................................................................1P2. Explain brand equity and the strategies or models to build and manage the brand equity.................................................................................................................................................3M1...........................................................................................................................................4M2...........................................................................................................................................5D1...........................................................................................................................................5LO 2.................................................................................................................................................5P3 Various types of portfolio management strategies, brand hierarchy strategies and brandequity management strategies.................................................................................................5M3...........................................................................................................................................8LO 3.................................................................................................................................................8P4 Management of companies at global level and domestic leveles......................................8M4.........................................................................................................................................10LO 4...............................................................................................................................................10P5. types of techniques that may help in measuring and managing brand value.................10M5.........................................................................................................................................11CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13

INTRODUCTIONBrand management is the process of analysing and planning the brand perceptions in themarket. One of the most important things in brand management is building good relationshipswith the target market. The tangible element in the management of brand includes the product,price and packaging. Intangible elements are the experiences of consumers attached with thebrand. Present study will lay emphasis on Cadbury. This is a British multinational confectionerycompany which is completely owned by Mondelez International since 2010. This is the secondlargest confectionery brand in the world after Mars. Company has established their business invarious counties that includes India, China, Russia and many more. This report highlights thatbranding can be done with various marketing tools. It will also analyse the key components of asuccessful brand strategy to build and manage brand equity. This survey focuses on differentstrategies for portfolio management, brand hierarchy and brand management.LO 1P1 What are the importance of branding and why it is important and how it can be applied onbusiness practices.The various companies create a name, symbol or design which is unique and uses as amarketing practice is known as branding. It is important because it creates an impression onconsumers and attract clients and consumers to invest or buy the products. Branding of anyproduct needs a large amount of investment. Cadbury is the world's second best confectionerybrand. Cadbury is a very old brand founded by John Cadbury established in Birmingham, UK in1824and uses different types of branding plans to increase the growth of the organization.Consumer always prefer those products whose quality and branding both are strong. Cadbury isone of the brand that any customer would trust it even when they are blind-folded. The brandname is so famous around the world that customers would trust any new product launches byfirm in the market (Steenkamp, 2017). Branding is very important as it helps in increasingrevenues and market share. Cadbury brand in marketing is so strong as it always gains newdistribution opportunities with the help of co-branding. Branding also help the organization whenenterprise is suffering from crisis. Branding also helps in extending the market worldwide bybuilding relationships with the distributors. For Cadbury the important thing is brand's equity.The brand which is already famous in the market, it will create obstacles for other competitors totarget that area in the market. Another branding benefits an organization can have is the increase

of employment because of the well-known brand many people would like to work for them and itwill give company the most qualified and skilled employees that will help in increasing theproductivity level of the company. Cadbury has a most qualified and skilled employees that dotheir task with full enthusiasm and concentration. They market the products well that aidsbusiness in generating revenues. Cadbury is a well-known brand and because of its qualityproducts, they have power to negotiate with the suppliers and increase their profitability bycommanding higher price. Popular brand like Cadbury has gain the customer loyalty which helpsthem to attract clients for its products and its easy for them to find new distributors on local andglobal level. A famous brand doesn't lose their employees even if the employers turnover getreduced because employees know that they are working for a well-known brand and they haveloyalty and purpose about company's work and are proud of it to be the part of them. A uniquebrand distinguished from the rest as it will attract market with the unique quality product inwhich competitors will have tough challenge to compete. With the strong brand a lot of investorsgo after it because of it trust and high-quality product which helps in targeting audience.Branding is important in the following ways:Brand IdentificationBranding is very important for any company to make impact on the market with its high-quality and genuine products. It helps the company to increase brand awareness and how peoplerespond towards it (Ertimur and Coskuner-Balli, 2015). The main reason for branding is that thecompany get recognized to the customers and clients who gets attracted by its logo design whichmust be strong and easily remembered and creates an impression on the mind of the person.Cadbury logo design is famous in worldwide.Increase in Business ValuationBranding is necessary as it increases business value for future, Cadbury is a well-established brand and a lot of investors are creating business opportunities with the company. In1999, Cadbury India posted that the growth in net sales was about 19% approx to Rs 511.08crores.Bringing New Customers

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