Brand Management Report: Cadbury - Portfolio Management and Techniques

This report provides a comprehensive analysis of brand management, focusing on Cadbury as a case study. It begins with an introduction to brand management and its significance as a marketing tool, explaining its emergence in business practice. Task 1 delves into the importance of branding, the key components of a successful brand strategy for building and managing brand equity, and evaluates how brands are managed successfully over time, using relevant theories and models. The report then moves on to Task 2, which analyzes different strategies of portfolio management, brand hierarchy, and brand equity management. Task 3 evaluates how brands are managed collaboratively and in partnership, both domestically and globally, and critically evaluates techniques used to leverage and extend brands. Finally, Task 4 assesses different techniques for measuring and managing brand value, supported by organizational examples, and critically evaluates these techniques in relation to developing a strong and enduring brand. The report concludes by summarizing the key findings and providing a list of references.

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION.....................................................................................................................................3
TASK 1......................................................................................................................................................4
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in
business practice. ..................................................................................................................................4
P2 Analyse the key components of a successful brand strategy for building and managing brand
equity.....................................................................................................................................................5
M1 Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts. .............................................................................................................6
M2 Apply appropriate and validated examples within an organizational context................................6
D1 Provide a critical evaluation that is supported by justified evidence demonstrating a
comprehensive understanding of branding within an organizational context.......................................6
TASK 2......................................................................................................................................................7
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management .........................................................................................................................................7
M3 Critically analyze portfolio management, brand hierarchies and brand equity using appropriate
theories, models and frameworks........................................................................................................12
TASK 3....................................................................................................................................................12
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level..........................................................................................................................................12
M4 Critically evaluate the use of different techniques used to leverage and extend brands..............14
TASK 4....................................................................................................................................................14
P5 Evaluate different types of techniques for measuring and managing brand value using specific
organizational examples......................................................................................................................14
M5 Critically evaluate application of techniques for measuring and managing brand value in relation
to developing a strong and enduring brand. .......................................................................................16
CONCLUSION........................................................................................................................................17
REFERENCES........................................................................................................................................18

INTRODUCTION
Brand management is the function of the marketing which uses different techniques in order to
increase the perceived value of the product or the brand which it is offering in the market. An effective
management of brand also enables the product price to go up and build the loyal customers through its
positive brand association and the images. Branding is mainly the practice of marketing through which
the company indulges in symbol, name or design which is easily identifiable in the whole market. It is
important as on one hand it makes the memorable impression in the minds of the consumers and on
other side it helps the customers to know what to expect from the organization (Greco and Polli, 2020).
It distinguishing the company from its competitors and clarifies what makes the firm a better choice.
The organization chosen for this report is Cadbury, a multinational organization established in 1824
and headquartered in Birmingham, England. This report shall deal with how brands are built and
managed, how brands are organized in the portfolio and how brands are extended domestically and
internationally over the time. Further it will cover different techniques for managing and measuring the
brand value.

TASK 1
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in business
practice.
Brand is a name, term, design, symbol or other attribute which helps in identifying the
particular brand of a company. This practice is now adopted by many companies all around the world
in a regular basis which is mainly used by the companies in marketing and advertisements so that a
unique identity is created of the product. Brand equity is another thing which means an appropriate
value that is generated by the company from the particular offering which have a recognizable name in
the market place as compared with the other companies and brands. The organizations use many
strategies to create the brand equity for their offering by indulging in the marketing campaigns or
enhancing their reliability and quality (King, 2017). This such tool of marketing which helps the
companies to stand out uniquely from its competitors in a market. Brands also helps in taking a
competitive advantage in the same industry which contribute to long term sustainability. In order to
successfully establish and create a brand, the companies can take certain steps like for instance the
company must initially identify its target market where it has to offer its products and then determine
the potential competitors who exist in the market. This will help the organization to assess the activity
which a firm must undertake in order to differentiate its offering. Next stage involves development of
the value propositions which will help in identifying the benefit, value and the uniqueness which is
associated with its offering.
The marketing department of every companies plays an important role in taking the companies
forward where it contribute to creating the brand equity. They are entrusted with the role of assessing
the entire market in order to know the needs and wants of the customers and the aspects which they all
consider as unique in the brands. Moreover, the marketing unit of a company identify the gaps in the
demands ans assist the organizations in providing the products which are required in the market
together with the value propositions which will help the companies gain an edge over their
competitors. The companies use the branding as a marketing tool in order to make it distinguishable
from that of the other companies so that it can stand otherwise (Abid, Abid‐Dupont and Moulins,
2020). In this digital era, branding has emerged as an important tool where the preference of the people
have shifted to brands rather than local offerings. Further nowadays people might be more price
conscious rather than brand conscious but they are more socially conscious. The millennial especially
are willing to pay more for the brands as they have been more socially conscious. Further more due to

competition being made stiffer and rise in the quality standards. The brands have become an essential
business practice in today's era as it helps the companies to deliver their message clearly, emotionally
connect with the target market and motivate the people to make the purchase. It also helps in creating
the user loyalty so that brand's credibility can be confirmed in the market (Borges‐Tiago and et. al.,
2020).
P2 Analyse the key components of a successful brand strategy for building and managing brand equity.
In order to manage and build the brand, it is necessary to have an effective strategy for
branding. The companies can adopt different methods such as Aaker's brand Equity Model in order to
strengthen the brand equity. Under this model, the organization should build the brand identity so that
effective brand management can be done. The elements of this model is discussed below- Brand as the offer- It includes scope, value, attributes, quality and the users of the offering
which is provided by the organization Brand as individual- It includes the overall personality of a brand together with the customer
brand relationship in the market. Brand as the symbol- Under this element, a audio imagery and the visual imagery or the brand
heritage together with the metaphorical symbol which is associated with the product is taken
into the account.
 Brand as the company- It includes many several necessary attributes which are associated with
the organization such as functions, operations of the company both that international and
domestic level and many other (Wang, He and Barnes, 2017).
In context to Cadbury, the company can strength its brand equity by implementing this model
and work on its brand extension and the reinforcement by the following components which are
discussed below- Brand awareness- For increasing the awareness of the brand, Cadbury cam work to increase
the familiarity within the market by adopting many methods like social media, search engine
optimization and many other. Brand loyalty- In context to Cadbury, the organization must work to increase the loyalty of the
customers in respect of the brand. This can be achieved by the company by retaining and
attracting the consumers through effective advertisements which could compel them and induce
the commitment of the people towards a brand. Brand association- This can be enhanced by indulging the customer with a brand through
communicating the benefits of the offering which could be given to them when the purchase is

made by them (Mills, and Robson, 2019). Quality perceived- The perception of the consumers is very crucial in brand reinforcements and
extension and in order to develop the positive perception in the minds of the customers, the
company Cadbury must focus to differentiate its offerings with that of the other competitors
like Nestle by using different methods like distribution channel, pricing and many other.
 Other proprietary- Under this component, Cadbury should undertake the competitive
advantage with the help of its brand with different methods such as competitive pricing, a better
accessibility by flexible and enhanced channel (Keller and Brexendorf, 2019).
M1 Evaluate how brands are managed successfully over time using application of appropriate theories,
models and concepts.
In today's world, managing brand is to strengthen the brand equity by making such marketing
plans which can express the brand knowledge consistently and does not confuse a consumer.
Innovation is one such key for managing the brand and ensures that the brand remains ahead of its
competitors. Moreover, brand awareness also helps in managing the brand as helps in highlighting the
points of the difference from that of the competitors.
M2 Apply appropriate and validated examples within an organizational context.
It is very important for the companies to adopt different strategies appropriately so that it can
overcome the brand crisis. Like for instance, Cadbury can adopt effective measures such as
implementation of the focused approach. An example of this is that in the past the company got
engaged in some consumer safety which affected its brand image as the customers found the insect in
the chocolates of the Cadbury. This resulted in loss of trust of the customers and its brand image was
impacted. In order to overcome it, the company initiated multi prolonged strategy to bounce back with
its original brand image and overcome this brand crisis.
D1 Provide a critical evaluation that is supported by justified evidence demonstrating a comprehensive
understanding of branding within an organizational context.
Branding is considered as the essential marketing tool nowadays as companies use it to promote
their offering. In context to Cadbury, it uses its brand to promote and communicate its offering so that
large customers can be attracted. Cadbury can use its brand image to capture the larger market share as
it has an established brand. But sometimes branding cannot make the work of the company easy while
introducing anything new as people tend to trust the brand more than its offerings as they purcahse

goods by looking at the brand. People have become more brand conscious and are willing to pay more
for the brand. So their expectations are usually high when it comes to established brands like Cadbury.
TASK 2
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management
It is an important task for the companies to adopt such strategies which are associated with the
portfolio management, brand equity management and brand hierarchy. Cadbury has established itself
well in the market. It is currently been adopting several strategies relating to portfolio management,
brand equity management and brand hierarchy.
Portfolio management
Cadbury is well known for its portfolio management strategy which helps the company in
taking the competitive position into the market. Mainly, there are two types of portfolio management
strategies which Cadbury can use which will help the organization in managing its product in an
appropriate manner. These strategies are discussed below-
Active management:
It is such strategy which must be used by the company who have indulged in the detailed
assessment of its portfolio and when the companies indulge in battling the market in order to gain the
competitive edge (Baumgarth, 2018). Cadbury can use it in several ways which are discussed below-
 Diversification- The organization must diverse its portfolio in order to enhance its scope of
success in the marketplace. Usage of quantitative analysis- The company should engage in numerical analysis and
comparison in order to measure its success of the brand portfolio management.
Passive management:
Under this strategy, the companies focus on meeting the market rather than the competition or
competing within the same. Cadbury could use this strategy by using it in the ways which are discussed
below-
 Investment in index funds- In case the organization introduces the portfolio in the market in
wider sense, then index funds will help Cadbury in battling the risk which is associated with
diversification.
 Indulging in long term trading- To enhance its portfolio management, Cadbury must perform
different long term trading in the market so that it can increase its scope of the success of the
portfolio.

From this above illustration, it is clear that the company has a diversified product portfolio
which ensures Cadbury that it has an appropriate position in the market. Through diversification, the
company gets many advantages as it helps in getting the increased presence in the market which helps
in enhancing its presence into the marketplace.
Brand hierarchy
It is also one of the important aspect for the company Cadbury. It involves different series of the
product which company sells under its name (Lim, Jee and De Run, 2020). There are different
strategies which are discussed below-
 House of brands- Under this approach, there involves sub brands on which the company
focuses more and these are different from the company and it focuses on promoting the sub
brands rather than focusing on the marketing of the company. However, this approach will lead
the company to complex hierarchy which might result in the inconsistency for a long term.
 Branded house- Under this strategy, the company act as the brand and its sub brand are not
disassociated with its main brand. This approach helps the company in becoming more strong.
Illustration 1: Cadbury, Brand Portfolio, 2018

Further the familiarity of the companies also helps brands to get recognized (Golob and et. al.,
2020).
 Hybrid approach- It is combination of two approaches which is discussed above. The
organization Cadbury follows this strategy as it is convenient for the company to work with sub
brands which are lower in their brand hierarchy. Here the brands are associated with the
company yet they are distinct at the same time.
From this illustration, it is clear that Cadbury uses hybrid approach where it focuses on main
brand and work with other sub brands too.
Brand Equity management
it is important for the companies like Cadbury to adopt the strategies which are effective for
brand equity management. In order to achieve it, Cadbury must adopt the model of Customer based
brand equity model which is developed by Kevin Lane Keller. This is highly effective as it works with
concept that if an organization wants to effectively strengthen its brand, they need to shape the
perspective of the customers towards itself. There are different stages under this model which is
discussed below- Salience- Under this step, the goal is to create the awareness regarding the company in the
market. It is the first step where the customers look at the brand and distinguish it from that of
the others in the marketplace (Heine and et. al., 2018). Cadbury uses this step effectively where
it conduict the market research and understand the needs of the consumers which helps the
company to present its products which will enhance brand awareness.
Illustration 2: Brand Hierarchy of Cadbury, 2020

 Performance/ Imagery- Under this step, there are two stages under it which comes when the
organization gets familiar with the customers. The two stages are discussed below-
1. Performance- it is the fist aspect of this step where it becomes important for the companies to
focus on how their products are actually performing in the market. In order to analyze it,
Cadbury works on its product in order to enhance its performance.
2. Imagery- it involves the perception of the customers regarding the products which they have in
their minds. For doing so, Cadbury assess the market and have developed the portfolio which
can address the needs of the market. Feeling/ judgment- The arrival of this step is after the product is brought by the consumers. In
order to enhance the response of the customers regarding the product, there are mainly two
aspects which is required by the company to asses. The customer make the judgment on the
product keeping in mind, four aspects which are credibility, quality, consideration and
superiority (Schmidt and Redler, 2018). Cadbury is working on this aspect effectively by
building relationships with loyal customers by taking feed backs and engaging in the
communication. To develop the superiority, the company works on its marketing activities so
that it can gain superiority in the minds of the consumers.
 Resonance- It is a highest step in the model which is mainly taken by the organizations who
have a strong bind with the customers psychologically. Cadbury is still struggling in this step
like other companies. So to retain its brand, the organization must focus on increasing the
repeated purchase of the customers by providing them outstanding and unique taste, engage the
consumers on the social media platform and offer them personalized service so that active
engagement can be enhanced.
Illustration 3: CBBE model, 2020

M3 Critically analyze portfolio management, brand hierarchies and brand equity using appropriate
theories, models and frameworks
In order to manage the portfolio management, active management is suitable for the company
as it will help in diversification of the product to the comp[any. In case of brand hierarchy, the
company must adopt hybrid approach so that it can work on its sub brand and in context to brand
equity, the customer' based brand equity model is used which will be beneficial for the company. But
there can be some issues in its implementation which the company may face which may involve poor
planning or lack of market research may lead to failure in its implementation.
TASK 3
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and global
level.
Brand leveraging can be refereed to as the strategy which involves using the power of existing
brand so that the company can enter the new but related category. This can be done by effective
communication to the users regarding the product information (Dunes and Pras, 2017). In context to
Cadbury, Nestle is that brand, which can be leveraged. It is because that Nestle is a world's renowned
brand which have appropriate market share and with such a established brand, Cadbury can enter the
new categories which will give them ease and spontaneous recognition.
The techniques relating to Brand Leverage and Extensions is discussed below-
Basis Brand extension Line extension
Meaning In this technique, the recognized brand
enters the unrelated category with the
same brand name.
Under this technique, the company
can introduce the new product in the
market with the same name of the
brand.
Purpose The main purpose of this technique is
to leverage on the same brand equity
(Abrahams, 2016).
This technique is used by the
companies to reach more enhanced
and diversed customers. Further it
provides more options to the
customer.

Both these segments have their advantages and the risks associated with it so it is necessary for
the company Cadbury to leverage on their brand effectively. For doing so, the organization should
implement line extension technique continuously as it allow them to increase the brand awareness
among the consumers.
Nestle is a renowned brand which deals in many products whicb are sold in the market with its
brand name. Some of the strength of the company and the weakness which are associated with it is
given below-
Strength which can be leveraged
 The main strength of Nestle which could be leveraged by Cadbury is its promotional activities
and capabilities. The company comes up with different campaigns every year so that it can
enhance its sale through its offering.
 Another strength of Nestle is its presence in the European and Asian market. Since ages, it has
been positioned in the market and has a very strong presence even in the present which have
created a monopoly sort of in the markets of Asia (Matusitz, 2018).
Weaknesses which can be leveraged
 One weakness of the company Nestle is that it is not preferred by the people who have become
health conscious. To overcome the same, the organization must work on to introduce such
healthy product which may be preferred by major segment of the market.
 Another weakness is that this company is considered as a substitute by the market in some
cases which could be overcome by it through line extension so that customers can get
innovative products with the different taste (Couto and Ferreira, 2017).
Collaboration and Partnership agreements
There are many partnership agreements which are associated with a brand and has also helped
the company in increasing its brand equity and worth in the market. For instance, the company has
recently introduced the Dark Silk for the health conscious people so that they can easily consume it as
it has low level of sugar and is good for the heart and to overcome the stress. The company can get the
advantage of this both at domestic and global level and will retain the trust of the consumers and its
stakeholders which will help in increasing its brand equity. Moreover the company can collaborated
with Jasleen Royal for its dairy milk Silk campaign so that it can emotionally connect with the

customers during the lock down period. This will help the company in enhancing its brand worthiness
and the equity.
M4 Critically evaluate the use of different techniques used to leverage and extend brands.
There are many techniques which the companies can use to leverage and extend their brand.
The best one includes the line extension. It is suitable as people tend to trust the brand and the offering
which is provides. So any established company with a brand name will be sorted in introducing a new
product as it has its customer loyalty base ready who will consume the product due to trust in the
brand. The limitation associated with this is that once the product is not successful or is not up to the
mark of customer taste and preference it may affect he brand value.
TASK 4
P5 Evaluate different types of techniques for measuring and managing brand value using specific
organizational examples.
In order to manage and measure the brand value, there are different techniques which can used
by the companies which is discussed below-
 Brand awareness- It refers to a brand which is recognized by the customers with a particular
product or the service. In order to attract more customer, it is necessary for the companies to
create awareness about it by comparing its brand with that of the others. Brand awareness helps
in enhancing the sales. It is an important technique as it helps in promoting the company,
develop the goodwill, differentiate the organization with its competitors and helps in retaining
the customers. In this technique, it is used by Dominos where it implemented Unique
Personality. This technique helps in differentiating the company with others and also helps in
campaigns. Under this, brand awareness was dome in a funny and creative manner. There is
also a limitation to this campaign that it is not understandable by all (Mills, Pitt and Ferguson,
2019).
 Brand value- It is estimating the financial value or the financial worth of the brand. It shows
the impact it has on the profits which the company has generated. Under this technique,
Starbucks used a Customer loyalty tool to check its brand value. An organization try to build a

customer base as its brand is usually made of the consumers. The company Starbucks uses
Starbucks rewards as its tool to check the customer loyalty in order to bring the consumers
close to its brand. In order to check its customer loyalty, the company has come up with the
loyalty app where the customers uses it to make payments and like this it can collect the data of
its customers.
 Customer attitude- The consumers are the people who have their own likes and dislikes. Their
attitude helps the companies to understand their needs and why or why not they want to buy the
product. Consumers only judge the marketing activities and their effectiveness. Their attitude is
a combination of the feelings, intention and belief which they carry in relation to the brand. The
simplest attitude technique is used by Nike which is Ordinal Scale. This scale helps in showing
the relative rank of the product and also helps in checking the level of satisfaction which the
customer gets after using the product. The rank or feedback is provided in this scale which
helps in determining their level of happiness. Under this, the organization perform a survey
which relates to ranking the product and then through this, the company can overcome its
negative points. This technique is good as it helps the companies to know about their product
and its limitation is that the response in this technique is quite narrow.
 Market share- Forecasting of sale is done in this process. The factors which help in forecasting
involves company's strategies and past records, present position, the competition's past record
and strategies, customer preference and many other. Market share is the percentage which an
organisation controls of its total market of the product or service. Under this, Samsung uses a
tool called market share indicator in order to analyze the market share. The profitability
information is provided by the revenues it has generated and market share involves more
information regarding the market than the company. This technique helps in measuring the
customer preference over the product over the other similar product. High market share
indicates that company has high sales and it takes less effort of the company to sell it. Through
this technique, the organizations can increase their market and sales but it comes with a
limitation that this technique related to expansion and expansion usually denotes delegation of
the roles and responsibilities or the division of work which may result in company loosing its
control over other things.
 Purchase intent- It is the kind of probability that the customer will purchase the product or not.
Under this, the prediction is done about the product by taking help of the past records and the
strategies. This technique tends to be risky as it is based on prediction and does not guarantee

the success to the company (Childs and Kim, 2019). Amazon uses a tool called Customer
relationship management to know about the needs and wants of the customers. Mainly this
technique is implemented using the social media platform where customers have direct link
with the brand. Through this consumers can focus on a brand and can also provide suggestions.
The advantage of this is that company gets relevant information about the product and its
disadvantage is that social media has vast consumers who have different needs and taste so one
product cannot fulfil the requirements of all.
M5 Critically evaluate application of techniques for measuring and managing brand value in relation to
developing a strong and enduring brand.
In order to manage and measure the brand, the best technique could be brand awareness as it
will help the company in spreading the details of the offering which will ultimately help the company
in convincing the people about the benefits of using the product. Brand awareness helps in building
the brand as it takes the product to the reach of vast population. The limitation of this is that it requires
a lot of time to spread the awareness of the brand which may result in delay for maintaining the loyalty
customer base,

CONCLUSION
It is concluded from this report that branding is an essential for the companies as it helps in
recognizing the organization from that of others. It is a name, symbol, design, etc which is created by
the company through various techniques in order to position the company in the market. Organizations
nowadays use branding as marketing tool in order to reach large customers and build customer loyalty.
This helps them in enhancing the sales and profitability of the company. The portfolio management,
brand hierarchy and brand equity carries different tools and strategies which help them to establish
their brand into the market and gain profit from it. For portfolio management, active and passive
management is the strategy which can opted by the companies and for brand hierarchy, the companies
can opt for house of brands, brand house or hybrid approach. Customer based brand equity model is
best for the organization to get in touch with the customers and establish their brand worth and value.
Further it is concluded that brand leverage and extension contains two strategies which involve line
extension and product extension which have their pros and cons. So the company may opt any one
according to its suitability. For managing and measuring the brands, techniques like brand awareness,
brand value, purchase intent and many other can be used to enhance their brand.

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