Brand Management: A Critical Analysis of Cadbury's Branding Strategies

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BRAND MANAGEMENT

TABLE OF CONTENTS
Introduction......................................................................................................................................1
LO1..................................................................................................................................................2
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in
business practise..........................................................................................................................2
M1 Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts.....................................................................................................4
P2 Analyze the key components of successful brand strategy for building and managing brand
equity...........................................................................................................................................6
M2 Apply appropriate and validated examples within as organisational context.......................7
LO2..................................................................................................................................................8
P3 Analyze different strategies of portfolio management, brand hierarchy and brand equity
management.................................................................................................................................8
M3 Critically analyze portfolio management, brand hierarchies and brand equity using
appropriate theories, models and frameworks.............................................................................9
LO3................................................................................................................................................11
P4 Evaluate how brands are managed collaboratively and in partnership both at domestic and
global level.................................................................................................................................11
M4 Critically evaluate the use of different techniques used to leverage and extend brand......12
LO4................................................................................................................................................13
P5 Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples...............................................................................................13
M5 Critically evaluate application of techniques for measuring and managing brand value in
relation to developing a strong and enduring brand..................................................................15
D1 Provide a critical evaluation that is supported by justified evidence demonstrating a
comprehensive understanding of branding within an organisational context...........................16
Conclusion.....................................................................................................................................17

References......................................................................................................................................18

LIST OF FIGURES
Figure 1: Criteria of managing brand..............................................................................................2
Figure 2: Method of developing brand............................................................................................4
Figure 3: Hierarchy of Cadbury products........................................................................................9

Introduction
Brand management term is identified as evaluating and planning market conditions that helps in
perceiving brand. It is essential to establish effective relations that aids in managing brand image
and reputation that targets expected market. The current study will explain branding importance
that is identified as marketing tool by analyzing essential elements of branding strategy that will
help to manage and build brand equity in context to Cadbury. Further, the report will evaluate
various strategies related to brand equity, portfolio management and brand hierarchy. It will also
evaluate partnership and collaborative method that helps to handle brand at global and domestic
stage. Lastly, various techniques will be analyzed to manage and measure brand value by using
examples.
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LO1
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in
business practise
Brand refers to practise of marketing that develops particular design, symbol, logo or name that
dispenses product differentiation constituent that makes it different from rivals that draws long
lasting impact on consumer minds. Branding promotes product recognition, interacts business
plans, emotional connectivity with consumer, provides motivation etc. The competitive firms are
threat developer that copies brand name of other business that can be secured using trademark
that gives legal protection. Thus, it becomes essential to promote brand name of Cadbury that is
largest confectionery of UK by using marketing manager. On other side, brand equity refers to
calculation and measurement of worth of brand that becomes legal and valid analysing aspect of
branding effectiveness (Rosenbaum-Elliott, et.al, 2015). It helps in boosting consumer
satisfaction and loyalty by preferring other people to use specific brand products by
understanding sensitivity of price factor. Strong brand image aids in boosting competitiveness
and sales.
Figure 1: Criteria of managing brand
(Source: Brand Management, 2018)
Brand equity dispenses market reputation and benefits that aids in promoting global services. In
Cadbury also strong promotion has given recognition in competitive world with several benefits
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such as consumer loyalty, enhances sharing values, credibility, recognition, consistency, easy
product identification and competitive edge. The marketing manager of Cadbury must have aim
to practise various steps for promoting brand that helps in improving its market reputation. The
promotion requires better understanding of researching market and consumer needs that will give
help in targeting that area which carries huge number of customers including children and young
people (Keller, 2016). Following are steps for promoting brand name and image of Cadbury that
includes:
 Defining methods of perceiving brand that needs to be promoted.
 Managing operations and activities based on perceived methods.
 Conveying and interacting with consumers about perceived methods.
 Making consistency of initiating same criteria.
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M1 Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts
The role of marketing department aims to attract consumers for boosting business sales that plays
significant role and efforts in the Cadbury’s brand promotion. The responsibilities of marketing
manager needs to reach investors, community, customers, etc that provides opportunity for being
into positive limelight that represents brand name of firm. The manager is highly active that has
various plans and strategies for defining brand image using best techniques of promotion. The
promotion manager has various duties such as arranging promotional materials, the marketing
campaigns, handles social sites, giving content for production promotion, conducting research
for determining consumer and market preferences and developing communication path within
organisation to boost brand name (Molyneux, 2015). Promoting brand needs to focus on
criticisms by marketing manager that is faced by Cadbury such as worms and insects in cubes of
chocolate, awful taste, high price for smaller cubes etc.
Such criticism has affected its brand name and reputation as people have questioned about health
factors that organisation has not maintained and becomes essential that marketing manager must
have promotion strategy that it hides previous happenings and customers also provides chance to
improve its services.
Brand Development
Figure 2: Method of developing brand
(Source: Brand Development, 2014)
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Cadbury has effectively maintained its market position after too many hurdles due to its product.
The chocolate products of Cadbury give satisfaction as it includes materials like Vitamin D, high
calcium and potassium by maintaining health standards of consumers that helps in obtaining
expected market share and growth. The brand promotion will become successful if manager aims
on plans that include brand loyalty, trust and awareness.
For promoting brand, brand pyramid plays important role as it contains elements such as brand
persona, emotional benefits, functional benefits, brand idea and attributes that needs initiation for
Cadbury (François Lecompte, et.al, 2017). The current issues using brand pyramid will be
resolved by increasing consumer base. It will be beneficial strategy as it will eliminate and hide
the factor of high price and small size of bar thus promoting the brand at global level.
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P2 Analyze the key components of successful brand strategy for building and managing brand
equity
Brand Extension - The term brand extension is determined as source of popularizing and
extending brand by goods that aids in reputation leveraging. For example – The criticism can be
minimized if Cadbury sets its product prices at low that boost consumer interest towards
chocolates without focusing on its issues for expanding brand eventually. The brand expansion
helps in boosting product sales by focusing on giving speedy services, consumer interaction and
production increment (Heinrich, et.al, 2016).
Brand Reinforcement - The brand image that is planned for promotion by marketing manager
needs long term aims and objectives using brand reinforcement. It is beneficial to put brand alive
in front of its rivals that could only be achieved by conveying brand importance and meaning
with potential consumers. The process focuses on monitoring production at every stage of
product life cycle. Therefore, the marketing manager needs to initiate strategy of reinforcement
that helps in reminding buyers for brand benefits that will be long lasting. Based on such
strategy, the age of brand name will be increased by providing creative and innovative products
for acquiring market position for long time.
Brand Revitalization - The strategy also includes brand revitalization technique which states that
after product maturity it loses its market identity with reduction in profits and revenues. This is
strategy that needs to be implemented in Cadbury for bringing old products that was having
defects by launching with creative ideas that help in arranging consumer interest at global level.
For instance, the product of Mountain Dew introduced in 1969 that faced market decline in very
low time and further it was targeted for repositioning. In similar manner, the chocolate that taste
awful must be listed so that new taste and creativity can be practised for re-launching in market
by earning profits and brand image. Thus, the strategy of revitalization that helps in managing
competition, legal needs, change preferences of customers, product innovation etc (Kolbl, et.al,
2015).
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M2 Apply appropriate and validated examples within as organisational context
The marketing manager of Cadbury has motive to develop and maintain brand equity by making
strategies using brand development theory or model by combing with organisation’s marketing
team. The Cadbury’s brand equity can be strengthened and enhanced by initiating Aaker’s model
of Brand Equity that handles crisis and overcomes with high market growth and reputation.
Aaker’s Brand Equity Model – It was developed from David A. Aaker which has mentioned
brand equity sets by consisting brand assets and liabilities linked with brand name or symbol. It
identifies five major elements that empowers brand by being important branding policies (de
Oliveira, et.al, 2015). Thus, to develop brand image of Cadbury, following are five elements that
are discussed below:
Brand Loyalty – It is determined as limit that aids in showing consumer loyalty towards specific
brand. It is essential for Cadbury to dispense quality and quantity products to customers that give
proper satisfaction and even customer will be loyal if expectations are achieved according to the
consumer needs.
Brand Awareness – It helps in identifying product within general public. The awareness of
brand within people helps in gaining positive results that need to be developed by Cadbury using
regular services approach, giving quality products and boosting consumer base using best price
methods to give brand exposure at higher level.
Perceived Quality – An extent in which business provides quality services to consumers. The
team and workers should work with concentration to avoid small mistakes that might impact
brand reputation just like in case of worm found in chocolate bar.
Brand Association – The brand that develops specific group or association. It can get popularity
by customizing its products with taste improvement that will provide opportunity to set high
market image.
Other Proprietary Assets – The brand image is further determined through trade partners, patents
and intellectual rights. The Cadbury will receive global response if connected with such assets to
give brand expansion (Sasmita and Mohd Suki, 2015).
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LO2
P3 Analyze different strategies of portfolio management, brand hierarchy and brand equity
management
Brand portfolio refers to roof or area that contains all types of brand and brand lines for specific
firm that aims to achieve requirements of market segments. Brand portfolios development is
important to reduce criticism faced by goods for single brand name in variety of goods or various
brand names for single product. For example – wide range and variety of products are produced
by Cadbury including chocolates and candies that majorly targets youngsters and children which
have given sales increment just by its brand name as well as health standards that are maintained
by Cadbury products (Shah, 2015). It is essential for organisation to create portfolio strategies for
adult age also using strong promotion plans that helps to improve and extend brand reputation
and image. Following are brand portfolio strategies for Cadbury which are as follows:
House of Brand Model – The model states that various categories of products hold various
names of brand. This was created with the motive to eliminate impact of failed product on brand
name. This model cannot be practised in Cadbury. For instance, the popular brand name of P&G
that carries various products ranges which does not affect brand as several product categories are
available.
Branded House Model – It states that different products are created and sold in single brand
name. For instance, the one name of master brand known as Apple has various products such as
iPhone, MacBook and iPad. In similar way, various products in single brand name of Cadbury
are developed that consist of Flake 99 Cone, Crunchy Blast Stick, Button Cones and Crunchie
Tub that are liked by customers in single brand name with easy identification (Wallina and Spry,
2016).
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