A Comprehensive Study of Cadbury's Brand Management and its Impact

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BRAND MANAGEMENT

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Task 1- Article.................................................................................................................................2
Brand is power.................................................................................................................................2
Introduction..................................................................................................................................2
Main body....................................................................................................................................2
Conclusion...................................................................................................................................8
Task 2 – Brand portfolio and hierarchy management.....................................................................9
P3, M3 Analyse different strategies of portfolio management, brand hierarchy and brand
equity management......................................................................................................................9
Task 3 – Brand extension and leverage.........................................................................................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.....12
Task 4 – Measuring and managing brand value............................................................................15
P5, M5 Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples...............................................................................................15
Conclusion.....................................................................................................................................18
References......................................................................................................................................19

LIST OF FIGURES
Figure 1: Branding importance........................................................................................................3
Figure 2: Structure of brand pyramid..............................................................................................6
Figure 3: Model of brand equity......................................................................................................7
Figure 4: Cadbury brand architecture............................................................................................10
Figure 5: Brand leveraging method...............................................................................................13
Figure 6: Cadbury market share....................................................................................................15

Introduction
Brand management refers to planning and analyzing of market situation from which brand is
perceived. Establishing good relations is important for brand management that helps in targeting
desired market. The report will aim at depicting the need of branding and branding strategies for
brand equity building and managing in context to Cadbury. The study will emphasize on several
strategies that will analyze brand hierarchy, brand equity management and portfolio management
for Cadbury which is largest confectionary product organisation of UK. Lastly, the report will
explain about positive impacts of collaboration and partnership business for enhancing brand by
describing several techniques for managing brand.
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Task 1- Article
Brand is power
Introduction
The task below will provide an explanation regarding brand management in context to Cadbury
of UK. According to given scenario, ‘Optimum Impression Limited’ is determined as firm of
advertisement that is being given task of managing brand name for Cadbury by its marketing
manager through brochure designing that aids in marketing of brand name.
Significance of Marketing Department in Designing Brand Equity
Marketing department plays significant role in attracting customers and increasing organisational
sales by making effective effort for brand promotion of Cadbury. The department holds the duty
to reach customers, investors, community, prospects that helps in representing the firm in light of
positivity. Marketing manager is individual that prepares and defines organisation’s brand by
taking responsibility of brand promotion. The duties of marketing manager include enhancing
marketing campaigns, developing promotional materials, provides product promoting content,
manages social media platform, conducts market and consumer research based on preferences,
increasing internal communications that helps in boosting organisational brand name.
Marketing manager must focus on negative impacts that are being recently faced by Cadbury that
includes complaints about awful taste, worms in chocolate cubes, small cube size under high
price etc that affected its brand in negative manner that requires overcoming soon or branding
development practises must be prepared according to crisis situation (Wheeler, 2017).
Overview of Brand and Brand Equity
Brand is identified as marketing practise for establishing specific name, design, logo or symbol
that aims at providing element of product differentiation from its competitors that aids in creating
lasting impression on customer minds. Branding plays important role in promoting methods of
recognising specific product, conveys business strategies, dispenses motivation, connects with
consumer at emotional grounds, etc. High market competition may bring threat of theft of brand
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name that can be protected through trademarks that dispense legal protection to brand name
(Keller, 2016). Hence, it is important for marketing manager to create strategies for promoting
brand equity and brand name of Cadbury by strengthening marketing session.
Figure 1: Branding importance
(Source: Stephen Choo Quan, 2016)
Brand equity is method of measuring and calculating brand’s worth that becomes valid and legal
by evaluating branding element’s effectiveness. It increases consumer loyalty and satisfaction by
eliminating price sensitivity factor that provides chances of brand recommending to other people
or relatives. Effective branding of products boosts sales as well as market and firm image in
competitive market.
Branding advantages and steps for building wealthy brand
Brand equity plays crucial role in dispensing various benefits and market reputation that directly
promotes its services globally (Sasmitaand Mohd Suki, 2015). Just like Cadbury, organisations
should carry strong brand names that provide certain benefits such as:
 Consumer loyalty
 Credibility
 Allows shred values
 Consistency
 Consumer recognition
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 Competitive edge
 Easy identification of products
The marketing manager of advertising firm must aim at focusing on important steps that plays
essential part in setting and maintaining successful brand name for Cadbury. As promoting the
brand name significant process must be followed by organisations that consist of:
Step 1 – Define brand perceiving methods
Step 2 – Organise business operations according to perceived methods.
Step 3 – Convey perceived methods to consumers
Step 4 – Make consistency (Sharma and Mittal, 2015).
Strategy for brand reinforcing, extension and revitalising
Brand extension in organisation refers to brand extending, popularization through products and
leveraging its reputation. For example – the brand of Cadbury can initiates the strategy of setting
products at reasonable prices for satisfying consumer that will helps in brand expansion that will
eventually eliminate its criticism. Speedy services, production increase, customer interaction are
some aspects for boosting brand name that also increases its sales.
It is important for marketing manager to create long term brand image in market that can be done
through brand reinforcement that aids in putting brand alive within its competitors by regularly
interacting the brand meaning and importance to its potential customers. The method generally
monitors product at each level when going through product life cycle. Marketing manager is
interested to implement this strategy that reminds consumers about brand and benefits that are
long lasting (Oliveira‐Castro, et.al, 2016). Hence, Cadbury should increases its brand name age
by dispensing innovative and creative ideas for acquiring market for long times.
Brand revitalization is another strategy under which product gets mature and losses its identity
that reduces the profits. The attempt is made for introducing product again in market for securing
global customers again. For example – Mountain Dew product in 1969 was launched that
declined in market soon which was again planned for repositioning. Similarly, the product of
Cadbury that taste awful must be eliminated from current market and must plan to re-launch by
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improving its taste which will provide huge profits and success to that specific product.
Revitalization is essential strategy after regularly reinforcing the product for controlling several
factors such as of competition, change in consumer taste, legal needs, new product innovation
etc.
Strategy for Brand Equity Strengthening
Primary motive of marketing manager is to maintain and develop brand equity for Cadbury that
requires effective planning of important strategies by implementing brand development model or
theory by marketing team. For enhancing and strengthening the brand equity of Cadbury it is
beneficial to initiate model of Aaker’s Brand equity for dealing with crisis and overcoming by
increasing its market image (Gürhan-Canli, et.al, 2016).
Initiating Brand Pyramid for Brand Development
The services of Cadbury are still maintaining their potential customer through various factors
that has positioned the organisation is much better way. Cadbury is being consistently providing
chocolate products to consumers by maintaining high calcium, potassium and vitamin D in their
products that gives benefits to health that eliminates the chances of losing market share. The
manager must aim at practising those strategies that creates brand awareness, trust and loyalty
when promoting the brand.
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Figure 2: Structure of brand pyramid
(Source: Brand Pyramid, 2017)
Brand pyramid requires implementation in promoting brand as it holds different constituents that
plays important role for promotion such as emotional benefits, attributes, functional benefits,
brand idea and brand persona. Since Cadbury is dispensing quality products with high portion
size awesome taste and best packaging they must aim at boosting their brand image for
increasing customer base accordingly that will eliminate their recent issues (Yousaf, et.al, 2017).
Therefore, for reaching global customers with increased brand name marketing manager must
determine their techniques of solving issues related to small bar size and high prices that will
helps in adding higher value to Cadbury brand name.
Aaker’s Model of Brand Equity
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Figure 3: Model of brand equity
(Source: Nikola Gradojevic, 2011)
The model was introduced by David A. Aaker that determined set of brand equity that includes
brand liabilities and assets that are connected with brand symbol or name. The model determines
five elements that will identifybrand empowerment as they are known as policies for branding.
In reference to Cadbury the elements are described as;
Brand Loyalty – Identified as an extent under which customer shows their loyalty toward brand.
Cadbury must aim at dispensing capabilities that gives consumer satisfaction from its services
without facing any unrated products.
Perceived Quality – The limit under which firm provides quality products to consumers.
Employees must be directed to avoid mistakes that may impact the brand name of Cadbury when
consumer found worm in chocolate.
Brand Awareness – It is an extent that determines the product within public (Çifci, et.al, 2016).
Cadbury must aim at dispensing constant services, new method of increasing customers and
providing quality products with affordable rates that will provide high brand exposure.
Brand Association – The association or group maintained by brand. Cadbury must customize
their chocolates and other confectionary products without affecting its taste that has maintained
its market position.
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Other Proprietary Assets – Patents, intellectual rights and trade partners are determined as assets
that dignify the brand image. Connecting and initiating these assets in Cadbury will enhance its
brand name and image in global competitive world.
Conclusion
The above task has clearly explained the need of brand name in organisations and its maintaining
strategies in reference to Cadbury has played extra role in determining its benefits for gaining
high market share and growth. Different models such as Aaker model of brand equity and brand
pyramid has explained the method of maintaining brand image and reputation by dealing with
certain challenges which are recently faced by Cadbury. Brand brings profits, image, growth and
success at global level.
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Task 2 – Brand portfolio and hierarchy management
P3, M3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management.
Analyze the brand portfolio strategy of Cadbury
Brand portfolio is defined as area or roof in which all kind of brand lines and brands of specific
organisation fulfil different need of market segments. The brand portfolios is established by firm
to eliminate the issues in identifying products and services for one brand name and it is also for
several brand names for one product. For example – Cadbury offers wide range of products and
chocolates that majorly targets the children group that has been made for increasing the sales of
organisation under which products are purchased just by looking at brand name and its healthy
features that are present in products. Irrespective of targeting children, the portfolio strategies
must prepare products for adult age group and promotion strategies requires to get strengthen for
extending and improving its brand name (Laforet, 2017). The brand portfolio model in reference
to Cadbury includes:
Branded House Model – The model states that various categories of products and services are
developed under one brand name. For example – Apple has MacBook, iPad and iPhone that
carries one master brand name. Similarly, Cadbury has variety of products under single brand
name such as Crunchy Blast Stick, Flake 99 Cone, and Crunchie Tub, dairy Milk Buttons Cone
etc that makes it successful brand as huge products are differentiated in one brand name and
adored by customers.
House of Brand Model – Different product categories carry different brand names in this model.
It was developed for deleting the situation in which one product fails those impacts its brand
name. It helps in saving the image of brand name in case product gets failure. The model is not
applicable for Cadbury as one brand is developed for all products. For example – P&G is
determined as one brand name under which several varieties of products are produced that can be
easily differentiated due to variants in its category that cannot affect brand name.
Illustration of brand hierarchy management within Cadbury portfolio
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