Brand Management Report: Cadbury Brand Portfolio and Strategies

This report provides a comprehensive overview of brand management, exploring key concepts such as brand equity, brand building, and portfolio strategies. It delves into the importance of branding in attracting customers and increasing revenue, highlighting the need for companies to adapt to market trends. The report analyzes the stages of building a successful brand, including defining the target audience, communicating product value, understanding competitors, and establishing brand guidelines. A significant portion of the report focuses on Cadbury as a case study, examining its brand equity model, including brand loyalty, awareness, perceived quality, and brand association. The report also discusses strategies for brand reinforcement, extension, and revitalization, and concludes by emphasizing the role of branding in creating consumer preferences and driving business success. Various techniques for measuring and managing brand value are discussed.

BRAND MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 & P.2. ...............................................................................................................................3
TASK 2............................................................................................................................................7
P3. Different strategies of portfolio management, brand hierarchy and brand equity
management............................................................................................................................7
TASK 3............................................................................................................................................9
P4 Evaluating how brands are managed collaboratively and in partnership both at a domestic
and global level ......................................................................................................................9
TASK 4..........................................................................................................................................11
P5 Evaluating different types of techniques for measuring and managing brand value......11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Brand management is an aret of creating and saustaining the brand. Branding is an
effecting tool for marketing which helps in attracting customer and increased the revenue of the
business. Brand management is an growing segmenet that every company should consider for the
buisness to keep up the market standards, improve services and maker profit for company. The
present repirt is based on different management system in an organisation. The repotrt will help
in understanding the brand equity and the stages involved in making sauccessful brands. Further,
the report will consoider Cadbury to discuss the strategy for strenthen the brand equity, bramnds
extension, reinforcement and overcoming a brand crises. The report woll also demonstrate the
organisation's brand potfolio strategy with an example of hierarchy managemenet of brands. The
report will trhan critically evaluate the brand looking. Various techniques used for measuring and
managing are doscussed in the report.
TASK 1
P1 & P.2.
In today's market place, where thousand of products and services are available and which
are rapidly customising with the changes in market trend and customer demands a brand is a
name of products or services that attracts the customer attention. A brand is a name that can be
separated from a thousand of similar products because of its loyalty, faith, and its mass-market
appeal. A brand differentiates a products from various similar products that enables it to higher
premium because of its identity and faith in functions.
In marketing term, a value of a brand is known as brand equity. That value of brand in
analysed by the perception and experience of a customer regarding that brand. If the customer
has favourable opinion, the brand has a positive. Where, if a brand are ignored and continuously
disappointing the customers, it has negative brand equity. A brand equity developed and grows
as result of a customer's experiences with the brand (Definition of 'Brands' , 2018). For example,
Cad-bury ranked as the most popular chocolates brand in world, it is a classic example of
positive brand equity.
Successful brand building process reflects competition and plays an important role to
create a customer loyalty towards the company. Whether it is superior product quality, excellent
customer service, or an effective marketing campaign, it is important for a company to generate

recognition and respect from customer so that customer will spend more for their brand. . The
following are the stages of building a successful brand name:
 Step 1: Determining a correct target audience and communicating them about a product is
very important to build a brand. Analysing the requirement of audience and integrate it
with the mission of the product will help in growing the brand image (Keller,
Parameswaran and Jacob, 2011). The target audience should be filters according to their,
age, gender, location etc.
 Step 2: defining and communicating the value of your product to the target audience and
creating a base is very important. Communicating the vision and mission of the company
and the brand will help in guide the building process of brand. From the tag line of your
product to its logo it should reflect the mission of the company.
 Step 3: For building a successful brand, it is foremost important to know the competitor
and about the product they are offering. It is important to differentiate the company from
its competitors. The process of branding your product will define how the product is
different from the rest of the product in market. To build a successful brand building, it is
crucial to know about the strategies of competitors, analyse their USP, communicate the
customer about the best thing of the brand.
 Step 4: for building a successful brand image, it is important that company should always
focus on the thing that makes them unique and valuable. Finding the value proposition
and enhance it to set apart from the competition. As there are many brands available to
customer, a company needs to communicate effectively what makes them different from
other brand (Ertimur and Coskuner-Balli, 2015). Diving the value preposition is
important step in building successful brand name. So effective communication about
brand value to customer is very important.
 Step 5- determining brand guidelines and specific rules on what criteria the business will
interact to its customer is the next step in building a brand. It helps the business to more
recognisable and maintain consistency across the communication channels.
 Step 6: preparing a definite marketing strategy based on the information gathered
through the stages are the most important stage (Nam, Ekinci and Whyatt, 2011).
Applying effective branding strategies thorough every communication channels from

packaging to distribution. Promoting the brand at different available platform is
important.
The role of marketing department is very important in building a brand, different
strategies and plans are made by marketing department. Marketing programmes plays an
important role in building up for brand equity. It involves product, pricing and distribution
channels. These programs are necessary to create brand image and to build brand awareness that
leads to make a successful brand for the company.
2. Main body
The concept of brand equity is an important for business owners to consider carefully.
Brand equity is the valuation of the brand in the customer's mind. Brand equity is made up of all
the emptions and experiences that customer have regarding the company's product. The stronger
a bind which consumer have with the brand , the higher equity a brand have. The ultimate
intention of any brand is to survive in the competitive market. Taking a case of Cadbury Ltd. It is
a inspirational confectionery brand from a long history. Brand equity is one of the most
important assets for the Cad-bury as it also helps in improving the financial performance of the
company. Aakar Brand equity Model can explains successful strategy for strengthen brand
equity. Building a lasting brand equity gradually helps the company to demand premium and
therefore higher profit in long run (Aaker Brand Equity Model , 2018). According to the Aaker's
model, there are five components of brand equity.
 Brand loyalty: in Aaker's model, brand loyalty is defined as brand's currency. Higher
loyalty of brand helps the Cadbury company to reduce marketing costs. Moreover, a
loyalty is something that can not be easily copied by competitors and therefore gives time
to the company to make news plan to any new plan of competitors. Cadbury keeps on
introducing new products to maintain brand loyalty among customers.
 Brand awareness: according to Aaker's model of brand equity, brand awareness is the
basic step for building brand equity. Brand awareness helps the Cadbury to get into the
consideration set while the customer are planning to purchase their product (Valette-
Florence, Guizani and Merunka, 2011). To maintain the brand awareness, Cadbury has
used social media and marketing campaign for brand awareness to target audience, liking
different packaging of chocolates during different festive time.

 Perceived Quality: perception with respect to the product five an extra life to the overall
product features (Aaker, 2011). Cadbury has to introduced different varieties and tastes
with the same quality to be competitive in the market.
 Brand association: it is the extent to which the a brand name is retrieve in the mind of the
customer, it helps in differentiation of brand from other competitors. It plays a great role
in buying process. Cadbury has used different promoting techniques from social media to
advertising for brand association of its product.
 Other proprietary assets: it includes patent, trademark and channel relationships which
Cadbury has used to protect its products from the competitors.
Brand reinforcement focuses in maintaining the brand equity by keeping the brand on the mind
of existing and new customers,. It can be done by regular monetoring of the products al all level
of its lifestyle, it also includes the changes in the preferences of the customer regarding tastes,
varieties etc. Cadbury changes dairy milk packaging to give the brand a modern flavour. Brand
extension is the strategy of marketing wherein a new product is launched under the existing
brand name. The category may be different but the name of brand would be same. The existing
brand than be called as “parent brand”. Cadbury dairy milk marvellous Creation has started into
two flavour, jelly popping candy shells and cookie net crunch. It is marketing strategy which
Cadbury is going to adopt.
Brand revitalization is the marketing strategy which is adopted by company when the
product are reaches to the maturity stage of product life cycle, and profits have started fallen. It is
an attempt by marketing department to bring back the product in the market (Washburn and
Plank, 2012). Cadbury has launched new packages and different varieties of chocolates, from
eclairs, Bonneville, Dairy milk Silk. It helps the Cadbury to regain the product back in the
market.
3. Conclusion
Branding is an important marketing tool for the growth of the business. As a marketing
tool, branding plays a vital role in making a business successful over its competition. Branding
helps to create consumer preferences for the company's product. It helps the company to
increased the revenue and market share for the business. Branding is an effective marketing tool
which can help the company to survive any temporary crises. If the product of a company has
good brand equity , no new product can affect its growth (Kapferer, 2012 ). With the increasing

in branding, it increases the efficiency of Company's employees. Through brand equity, customer
are willing to pay a premium for a well established brands compare to the similar item in market.
TASK 2
P3. Different strategies of portfolio management, brand hierarchy and brand equity management
Cadbury is a leading company which is operating their business in the food and
beverages industry. It was founded by John Cadbury in Birmingham in 1824. This company was
first involved in the trading of tea and coffee only. Slowly they have manager to expand their
business more by increasing their products. This has been achieved by producing a variety of
new and innovative products in their range for their customers. Since then this organization has
expanded their business worldwide in a very short time period (Heding, Knudtzen and Bjerre,
2015). To accomplish their aims and objectives, it is very important for them to have a strong
brand portfolio strategies and an effective management of all their brands that is operating within
the organization. All factors have a huge role in enhancing their performance in the industry.
These are explained below:
 Cadbury's brand portfolio strategy
Brand portfolio strategy is a concept which includes all the brands that is present in the
organization. It also includes their roles and their relationship with each other. This is very
important to manage a good coordination between all the brands of the organization. Each brand
in a company's portfolio has to have a clearly defined role in the organization (Jugenheimer and
et.al, 2015). These strategies help the business or marketing strategies of an organization to
enhance their performance. For Cadbury it is very important to have effective brand portfolio
strategy which can help them in increasing their overall revenue. Cadbury worldwide has a very
strong brand presence and an even stronger product range.
Cadbury has a strong brand image in the industry as it operates worldwide. It also
delivers variety of products to their customers which makes them more popular in the industry.
Their range of products include, chocolates, biscuits, energy drink like bournvita, etc. For the
promotion of all these brands and products Cadbury implement various strategies which assist
them in reaching to maximum number of customers in order to achieve their target effectively
(Ertimur and Coskuner-Balli, 2015). Complementing these promotions, they are constantly
initiating new campaigns in order to reach out to new customers and reward their existing ones.

All these strategies are very helpful for Cadbury to stay in the top in their business and to
compete with their competitors well.
 Hierarchy management of brands within organisations portfolio
Hierarchy is known as the structure of the management in the organization, such as,
according to top management position, it has, chairman, vice-president, board of directors and
the chief executive officer, managers, employees, etc. For any organization it is very important to
have an effective hierarchical management of brands within Cadbury's portfolio in order to
manage their work (Du Preez and Bendixen, 2015). Management hierarchy is very essential as
with the help of a well drafted hierarchy of workforce, Cadbury can enhance their performance
by encouraging their employees to perform well in the organization. This will help them in
increasing their sales and productions as well.
The best way for Cadbury to enhance their brand and product offering is by conducting a
brand audit in the organization. A brand audit is effectively a check of your brand to identify and
address problems areas with a net result of helping you turn things around and grow your bottom
line. There are various reasons why an organization should adopt an effective hierarchical
management, such as, to effectively manage their customers and their needs (Du Preez and
Bendixen, 2015). There should be a separate depart in the firm which can help them in focusing
on their customers in order to fulfil their requirement, as if customers are confused and don’t
understand about their services than it can affect their brand image. This can produce a huge
advantage to them.
 Analysing brand equity management
Brand equity management is a type system which helps in monitoring organizational
processes designed to improve the understanding and use of brand equity concept with in the
organization. It is very important for the organization to have a good and effective brand equity
management which can asist them in enhancing their working capacities which will help them in
increasing their business and sales. There are various sources or factors which can be used by
Cadbury in order to achive brand equity effectively. For example, maitaining a good brand image
is the market can be a very useful tool throeugh which they can enhance theie brand equity
(Rauschnabel and et.al, 2016). Other option for Cadbury can include, brand awareness, with the
help of which they can reach to their target customers easily which will ultimately increase their
production that has a direct impact on their brand equity management.

For analysing the brand equity, Cadbury can also focus on their customer's taste and
preferences which can help them in delivering the best services to them according to their
demand. This will also assist in attracting more customers to buy their services (Buil, Catalán
and Martínez, 2016). Emotional content is also considered as an essential part in analysing the
brand equity management for Cadbury. By working on all the three factors effectively ans
accurately, ity will be very helpful for them in enhancing their presence in the industry.
TASK 3
P4 Evaluating how brands are managed collaboratively and in partnership both at a domestic and
global level
For any brand, it is very important to increase their business worldwide. To achieve this it
is essential for Cadbury to collaborate and do partnership business, both at a domestic and global
Illustration 1: Brand Equity Management
Source: (Brand Equity, 2017)

level as this will help them in expanding their business. Cadbury has already expanded their
business to various countries, such as, United States, India, etc. This has helped the organization
to increase their customer rate as well (Rauschnabel and et.al, 2016). It becomes very essential
for Cadbury to manage these collaborations and partnerships effectively to achieve their aims
and targets on time.
 Strengths of the brand that can be leveraged
Brand leverage is a type of strategy which can be used by the organization in order to
enhance their performance in the respective industry. Brand leveraging helps in communicating
valuable product information of the company to their consumers about their new products. In this
way it will be beneficiary for them in reaching to new customers by delivering some new and
innovative services to them. This is the strategy which can be used by Cadbury in an existing
brand name to support a company's entry into a new but related product category by interacting
with their customers (Brand Leveraging, 2018). Cadbury has a good brand leveraging strategy
which helps them to strengthening up their brand in the industry.
The main factor which helps Cadbury in maintaining a good brand leveraging strategy is
that they focus on their customers needs and requirements and delivers their service accordingly.
This assist in gaining popularity among them. Main target customer of Cadbury is usually
children youngster. With the help of such strategies, instant recognition of the brand can be
established successfully and customers with a favorable brand opinion will be encouraged to try
a new product of their favourite brand, respectively. So by focusing more in them can be a useful
option which they can implement in their system in order to increase their sales and production
and which will help in delivering a positive impact on their brand image and can boost up their
brand leveraging strategy as well (Brand Leveraging, 2018). Additional advantages of brand
leveraging can include factors, greater number of products increase efficiency of the
organization's performance.
 Weaknesses that need attention
To become successful in the industry, it is very essential to work on all the weaknesses
that is present in the organization. This will help Cadbury to work on their weaknesses in order
to improve their quality of work. Cadbury has a good command over their business which has
helped them in reducing their weaknesses (Elsharnouby and et.al, 2016). They have highly
skilled and knowledgeable employees who assist them in delivering the best service to their

customers. Apart from this, they can also increase the marketing techniques in order to attract
more customers in order to enhance their overall revenue that is generated from their business.
 Collaborative and partnership agreements
To expand the business further, it is essential to collaborate and do partnership business
with other organizations as well. It becomes very evident to carefully do the agreement in order
to reduce the chances of any issues in the future (Anselmsson and Bondesson, 2015). These
types of agreements can have a huge impact on their business activity if not managed properly.
TASK 4
P5 Evaluating different types of techniques for measuring and managing brand value
There are various techniques which can be used by Cadbury in order to measure and
manage brand value effectively in the industry. This will help them in increasing their presence
in their customers so that they can give a tough competition to their competitors, respectively.
Having a good over brand value is very helpful for Cadbury in delivering the best services to
their customers as per their requirement (Huang and Sarigöllü, 2014). These techniques are
explained below:
 Brand value: Brand awareness is a concept which is used organization make their
presence in such a way that it is easily recognized by their customers. This is very
essential for Cadbury in order to increase their business. Both brand equity and brand
value are educated estimates of how much a brand is worth in their respective industry.
Having a good brand value will help them in increasing their sales and production which
eventually increase their overall revenue (Brand Value, 2014). These can be achieved
through various measures, such as, by having effective marketing techniques, for
example, through campaigning, through advertising, by conducting public gatherings, etc.
All these methods are very useful for Cadbury in making a good relationship with their
customers in order to increase their brand value (Brand Value, 2014).
 Brand awareness: This is a concept which is used by an organization in order to increase
their popularity among their customers in order to make them aware about their brand.
This will assist them in increasing their sales and production of their services and
products as well (Rubio, Oubiña and Villaseñor, 2014). Brand awareness is best spread
through both inbound and outbound marketing efforts. It is a key consideration in

consumer behavior, advertising management, brand management and strategy
development. This is usually expressed as a percentage of target market, brand awareness
is the primary goal of advertising in the early months or years of a product's introduction
(Brand Awareness Strategy, 2018). In this way this will be very helpful for them in
gaining a good popularity among their customers and target market as well. Having a
good brand awareness helps Cadbury to get all the latest updates that is being related to
their business.
 Market share: This is basically that portion of the market which is controlled by a
particular company or product. Cadbury has a huge brand value and brand equity as well
makes helps them in getting a better share market for their business with the help of
which they can expand their business more in the industry (Jugenheimer and et.al, 2015).
This can be calculated by picking company's sales over the period and dividing it by the
total sales of the industry over the same period. This will help Cadbury in evaluating or
analyzing their market share, respectively. Having a good market can be very helpful for
Cadbury in having a good over the market which will assist them in giving a tough
competition to their competitors that are present in the same industry. For example,
Nestle can be a tough competition for them as they also have a good brand equity as well
as brand value.
 Consumer attitudes: This process is basically used to understand their customers more
precisely. This will help in delivering the best service to their customers in order to make
them satisfied from their products. Consumer attitude is composed of three factors which
has a huge impact on their business, such as, their belief towards any product, their
feelings and behavioral intentions towards some objects, respectively (Heding, Knudtzen
and Bjerre, 2015). These factors plays a very important role for Cadbury in order to
increasing their customer loyalty. The state of mind also plays a major role, like the
sadness, happiness, anger, or stress, which also affects the attitude of a consumer. This
can be achieved effectively by making a good communication relationship with them.
This can be done through various ways, such as, through feedback, through complaints,
by interacting with them on phones or on internet.
 Purchasing intent: This is basically a concept in which it helps the organization to
evaluate the purchasing pattern of their customers effectively. This helps Cadbury to help