Importance of Branding as a Marketing Tool

This document discusses the importance of branding as a marketing tool and its emergence in business practice. It explores various strategies for building and managing brand value, including portfolio management, brand hierarchy, and brand equity management. The document also examines how brands can manage collaborative partnerships at both domestic and global levels.

Brand Management

INTRODUCTION
Brand management is a piece of showcasing which starts with the recognizable proof of various
elements identified with the brand in the current market. Brand the board incorporate
distinguishing proof of results which brand is as of now getting inside the market continuing to
arranging how the branch ought to be gotten inside the market for accomplishing the objectives
and destinations of the marking just as making sure about these targets in a proper. Brand the
board is likewise identified with advancement of a decent relationship inside the objective
market for viable showcasing of the item. In this current report picks an association is Cadbury.
It is a worldwide association which is exchanging all inclusive by selling its chocolate and
partnered items. This report there is conversation about various variables of marking inside the
Cadbury and how the marking idea created inside the Cadbury over the time. The start of the
report is comprising of clarification about the significance of marking as a promoting instrument
just as development as a business practice. There is additionally conversation about various
segments of brand procedure for building and overseeing brand value inside the market. In the
report there is examination of various methodology of portfolio the executives and hearing and
brand quality administration. There is likewise assessment about how the brand oversees
cooperatively by association between both household and worldwide level. toward the finish of
this report there is revaluation on various sort of methods for estimating and dealing with the
brand esteem the time in setting of Cadbury.
BACKGROUND
Cadbury is a British global candy parlor organization which is possessed by MONDELEZ
universal. Cadbury universal association has headquartered in Uxbridge. Cadbury was built up in
Buckingham in 1824 by John Cadbury who sold tea espresso and savoring chocolate a little
bistro. Presently it become a worldwide brand which selling its chocolate inside entire world
organizations acclaimed for its marking just as various items where the primary result of the
organization is dairy milk chocolates, the cream egg and cross the area box.

MAIN BODY
TASK1
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in
business practice
For understanding the idea of marking and the board it is essential to comprehend what is brand.
brand would we be able to characterize as a name term structure image or whatever other
element which is utilized by the association and distinguish the personality of a dealer a decent
or an administrations offered by a merchant which make it particular from the others (Ashill,
Semaan, and Williams, 2019). Brands are commonly utilized in business showcasing and
publicizing capacities where they need to cause an exceptional character of their item or
administrations where they to can draw in the clients and keep up a remarkable Identity.
There are different sorts of significance of the idea marking inside the association where it very
well may be utilized and showcasing apparatus for advancing and making a different personality
of the associations item. Cadbury is likewise utilizing the marking term inside the association
where it makes itself as a different brand inside the market. There is different significance of this
marking turn the Cadbury which are expressed beneath:
Marking increment organizations esteem: marking straightforwardly sway on the estimation of
the association just as produce a future estimation of the business. This is on the grounds that
marking gives a solid foundation to the business where it can make its different personality and
can win for longer timeframe even in the hour of misery inside the economy (Aziz, and Ngah,
2019). In setting of Cadbury, it is additionally having a different brand picture which help
organization in expanding its worth and propelling the new items under its equivalent image.
Marking creates new client: marking consistently pull in the client towards the association which
additionally powerful in creating new client since marking will make a different personality of
the structures item inside the market just as increment the promotion and market system by the

utilization of marking strategy. All these advertising systems will pull in the new client toward
the result of the association and increment the new client base.
Make trust inside the commercial center: an expert appearance and a well vital marking will
consistently help the organization in building trust with the client likely customers and future
clients. Which can find on account of Cadbury, organization have an extraordinary brand picture
inside the market which will help organization in doing its business in and cleaned and proficient
depiction by pulling in keeping up a legitimate trust inside its client.
P2 Analyze the key parts of a fruitful brand technique for building and overseeing brand value.
It is significant for the association to deal with an appropriate marking technique inside the firm
for building and dealing with the brand value (Batt, and Bruhn, 2019). Brand value is that state
which is utilized inside the showcasing business and alluded to accepting the value of brand in
and on itself. It is straightforwardly identified with the social estimation of notable brand name
like Cadbury. The brand value is the thought which depends on the proprietor of notable brand
name and can produce more income just from their image association and customer inclination
about their brands in light of their notable character inside the marking market. For this there is a
model which can be utilized and name as Aaker brand value model.
Aaker brand equity model
It is the brand fairness model which is created by David A. Aaker and depends on five key parts.
Parts for brand steadfastness brand mindfulness got quality brand affiliation and different
resources. Aaker characterize brand correspondence as a lot of brand resources and obligation
connect to the brand and its name image and the worth.
Brand affiliation: brand affiliation straightforwardly incorporate the way toward accepting data
and separate the situation inside the association which go about as a motivation to purchase the
items and administrations of the association and lessen the obstructions of rivalry inside the
market and help in augmentation of the item showcase. In setting of Cadbury organization have a
strong brand relationship inside the market which help structure in accomplishing its objectives
and goals of marking.

Brand mindfulness: it incorporate the degree to which the brand is known among the overall
population which can be estimated by stay to which affiliation can be connected, recognizable
and connecting sign of substance and duty to the brand (Bhattacharya, Kumar, and Dutta, 2019).
all these can be utilized by the Cadbury to distinguish the brand mindfulness inside the market
for utilizing the idea of brand value.
Brand faithfulness: brand unwaveringness incorporate the degree to which the individuals are
faithful to the brand and it incorporate the variables identified with diminished showcasing cost
exchange influences drawing in new client and time to react to the serious dangers inside the
market. In setting of Cadbury, it is a celebrated brand inside the market show the clients of the
association are additionally faithful to its image.
Seen quality: it incorporate the degree to which the brand is considered to give the politic items
and administrations which can be estimated by the quality proposal inside the item and brand
which go about as motivation to get it. Cadbury is known for its quality administrations and
items inside the market where it give the high qualified items to clients for the fulfillment of their
needs.
Other restrictive resources: it is the last factor in this Framework which is significant for brand
equity to the firm it incorporates all the benefits which give the upper hand to the firm according
to mark. Thus, this idea is commonly founded on the brand value which gives the incentive to
the client by in noting the client and expanding the trust in the buy choice by fulfillment of their
need. The brand value will likewise give the productivity of the showcasing program, brand
faithfulness, value edge, exchange influences and upper hand inside the market to the association
like Cadbury.
TASK 2
P3 Analysation of various strategies of portfolio management, brand hierarchy and brand equity
management
Portfolio refers to a collection of various investment tools such as different stocks, shares, bonds
and so on. In reference to the following company that is Cadbury the portfolio of company
includes various products and services which are provided by the company to its consumers.
Portfolio management can be referred to defining the management of various investment

categories and tools for an individual or an organisation. The strategy of brands Road Folio is
helpful for Cadbury to make sure that the distribution of services and products in the market is
managed in order to bring profit for the company.
Brand house and umbrella: This means the company which I have brand house architecture and
a number of product offer less than the mother brand or the umbrella brand. In context of
Cadbury company is also using this strategy of brand umbrella. The sub brand of Cadbury is
known as fuse fake rose whisper which is often providing benefits for the main brand dairy milk.
House of brand or parent brand: The house of brand is the opposite of brand house still there are
a number of offerings which are marked under the similar identity of different brands. There are
different kind of products provided by Cadbury which includes bournvielle, temptation and a
number of products which are using separate branding for themselves.
Brand hierarchy
It refers to summarizing all the brand strategies with the number and nature of different brand
elements in a firm. There are four components of brand which are mentioned below:
Corporate brand: Corporate branding refers to the practice of using a name of company as the
brand of the product. It is an attempt to use the brand equity and the brand recognition of the
company for the product. Cadbury does not use this branding technique as all the products have
different name and Cadbury is the prime brand name.
Family brand: When a number of products in a company are having a same brand name it is
called a family brand. In Cadbury company uses dairy milk as a family brand under which there
are a number of different products which include Cadbury dairy milk silk, Cadbury dairy milk
hazelnut, Cadbury dairy milk fruit and nut, Cadbury dairy milk Oreo and so on.
Individual brand: individual branding of a product is a strategy in which all the products in a
product portfolio of a company have different brand name. Various products of Cadbury such as
five-star, temptation and Bourneville have this strategy.
Customer brand based equity model
This refers to our model which is made in order to increase the brand equity of a company
through understanding different conditions and areas in which a brand works. The four stages of
this model are described below:
Brand identity: brand identity basically refers to how a customer will analyse the brand of an
organisation and also differentiate it with the other brands in the market. Various words as well

as images of the brand which are used by the organisation to promote its products and services
are a focus for brand identity by customers.
Brand meaning: Brand meaning refers to the awareness of customer about the brand and the
liability of the company to focus on major two factors which are brand imagery and brand
performance.
Brand response: Third stage of the model consist of brand response which includes the feelings
as well as judgement of the people through which they can personally favour a brand and what
are the ways in which organisation uses the strategy to influence the customer and identify the
potential customer in the market.
Brand resonance: The last stage of the model brand resonance includes the loyalty of the
customers towards a particular brand and what are the reasons for which the customer consist a
brand to be superior than others. It is necessary to identify this quality of a brand by the
organisation.
Description about the brand portfolio and brand awareness of Cadbury in the market explains
the different structures which are used by a number of companies in order to develop a branding
system in the organisation.
TASK 3
P4 Brands managing collaborative partnership in domestic and global level
The strategy which is used by an organisation to manage all the existing brand power of the
organisation with different affiliated category is known as brand leveraging. In order to properly
communicate the information regarding all the products and services provided by Cadbury to its
customers it is necessary for Cadbury to use brand leveraging. The serving a number of countries
throughout the world Cadbury has a well-known reputation for any chocolate brand in the
industry. The market share of the company is huge throughout the world. It is necessary for
company to keep growing and expanding into a number of new foreign markets so that it can use
brand leveraging and extension for its benefits. Below mentioned are various techniques related
to brand leveraging and extensions:
Line extension: The technique of line extension is used by a company in order to introduce a
new product or services under the name of the already existing identical brand.

The purpose of using this technique for an organisation is to make sure that they are reaching
more customer base and also extending the range of the products identical to already existing
products.
Brand extension: Brand extension basically means the entry of the already established brand
into the market or category which was never used by the brand. It means using a correlated
category with the same brand name.
The major motive for an organisation of brand extension is to leverage the brand equity and the
brand value which is already existing in the market of the brand.
With the help of the above explanation about blind extension line extension it can be understood
how Cadbury has to use its leverage upon its brand so that it can increase the market share of
company in the industry and also increase the customer loyalty of its potential customers. There
are a number of different techniques for the company to use line extension so that company can
also create brand awareness about its product in the market and also manage the increasing
demand of its products and services among the potential consumers of the company. The
Cadbury dairy milk is the most common product which if sold by Cadbury in the market. A
number of customers around the world like the chocolate provided by Cadbury. It is seen that the
product dairy milk of Cadbury company is providing 30% of the overall revenue which is
generated by the company. There are a number of strengths and weaknesses which are attached
to the profits of Cadbury brand.
The strength of Cadbury is that the promotional campaigns as well as advertisement which are
used by company in different countries throughout the world are very easy to be used by
company and its advertisement or also well reputed overall world. Cadbury also have huge
market share throughout the world including European markets and Asian markets. Cadbury is
also seen to have monopoly in a number of countries such as India and China.
Major weakness for Cadbury is that the chocolate which are provided by company are not very
healthy products and also written fat. It is seen that a number of consumers are now moving to
words healthy eating and healthy living. It is necessary for company to make sure that they are
not producing much sweet and fat containing chocolate for the health-conscious customers. It is
seen that the products of Cadbury are rich in sugar which is not preferred by health -conscious
customers. It is the major weakness for the company as in order to capture the customers who are

health-oriented Cadbury requires to develop a number of new products which are low in fat and
sugar.
Collaboration and partnership agreements
In today’s business context there are a number of different partnership agreement which are used
by organisation in order to manage and increase the ban value of organisation within the market.
Cadbury has filed a number of domestic agreements in order to increase its brand value. The
company and shoes that the chocolate which it is providing does not have any toxic in stadiums.
It is necessary for company to authorise with the Food safety and standards authority so that
company could provide proper nutritious and protein included chocolate and products which are
standardised and trust worthy by the customers. Complying through a number of laws and
regulations which are set by government of different countries is a great way for company to
make sure that they are gaining the trust of all the stakeholders of the company and also
increasing the brand value and brand equity of the company within the market.
Cadbury has its business set up in a number of different foreign markets and also have many
international collaborations. The company have signed in a number of agreement which are
related to loan. Company also needs to focus on different environmental consideration before
taking steps into a new region or a new country. This environmental concerns include carbon
footprints which are left by the company in the environment and also the pollutants which are
left by the company. This is helpful for company to gain the trust of the customers and also
increase its customer base through positive publicity.
TASK 4
P5 Different types of techniques to measure and manage brand value using specific examples
Brand value basically refers to the image of the company financially in the market. It is often
seen that the brand value highly affects the services and the products which are offered by the
organisation in the market. It is necessary for a company to have high brand value so that the
customers of the company are ready to pay the last price by the company for the products and
services they are taking from organisation. It is often seen that the loyalty of a customer to words
the brand is also dependent upon the brand value of a company. We can easily learn it with the
help of Starbucks which is the company that provides coffee. All the products of Starbucks are

authentic and reliable including the snacks and coffee provided by it.The brand value of the
company is the reason why a customer is ready to pay higher prices for the products and services
provided by them when they can also get the same products and services at some other place for
cheaper prices. Cadbury have set to build a good reputation and image in the local as well as
international market.
Brand awareness: Brand awareness refers to the recognition of a particular brand in the
consumers eyes between all the competitors of the brand aware in the market. It is necessary for
a company to make sure that they are spreading brand awareness about the product and services
in the market so that it will help them to increase the profits as well as revenues of the company.
It is necessary for the brands to develop a particular brand personality so that customer can easily
identify the products and services of the brand.
Market share- Market share basically refers to the forecast of profits as well as revenues of a
company. It is often analysed that Cadbury needs to make sure all the past records and the
strategies which are maintained by the company or helping it to gain brand value. With the help
of the brand value company can forecast the requirements and demands of the products and
services provided by them which the consumer may have in future. There are a number of
techniques which are used by different organisations in order to manage the revenues as well as
marketing share in the market. It is necessary for company to expand and associate its business
so that all the responsibilities and duties in the organisation can be divided between employs and
managed effectively to control all the business activities.
Customer attitude- Customer attitudes refers to the evaluation and analyzation of customer
perception and their understanding about the useful of a particular product or service. Cadbury is
using and ordinal scale in order to analyse the market research and demand determining what are
the various requirements such as interest and this interest of customers towards their products
and services. This helps the company in analysing various different points of customer interest
and his interest in the products and services which are offered by Cadbury. It is necessary to
orderly categorise and beer the ranking as Willis comparison of the activities which are summed
up to be beneficial for the company and which help in increasing the profit margin is of the
Cadbury. It is often seen that Cadbury is one of the largest confectionery brands when analysing
the preference of customer along with their attitude and test. This makes it’s necessary for
Cadbury to continuously research market and make sure that they are meeting all the needs

requirement of changing customer trends. Cadbury is using scaling technique so that the
managers of the company can easily justify and judge what are different customer attitudes,
preferences, perception and taste regarding the various products and services which are provided
by Cadbury to them.
Purchase intent- Purchase intent basically refers to evaluating different customer attitude so that
company can understand what are the changing preferences, trends and perception of customer
demand. For this Cadbury usually evaluates all the past records as well as statistics of the
company so that the risk which is associated with managing the customer relationship in the
organisation can be levied.
CONCLUSION
From the above report it can be concluded that it is important for every organisation to make sure
that they are maintaining its brand image in order to stay in the market for a longer period of
time. It becomes important for an organisation to make sure that there are a number of marketing
strategies used by them in order to build a proper brand equity in the market. Organisation needs
to take necessary steps and advantages to make sure that all the product line and the range of
strategies which they are using is helping them in building their brand and goodwill in the eyes
of customer. It is also identified from the following report that partnership and collaboration with
some of the international and domestic brands can help an organisation to increase its profits and
revenues along with brand image. There are also a number of ways in which a company can
effectively expand and grow the market share so that the brand image and brand value of
company is also increasing along with the market share of the company.

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