Cadbury Brand Management Report: Building and Managing Brand Equity

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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 practice..........................................................................................................................2
P2 Analyze the key components of a successful brand strategy for building and managing
brand equity.................................................................................................................................4
LO2..................................................................................................................................................7
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management.................................................................................................................................7
LO3..................................................................................................................................................9
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level...................................................................................................................................9
LO4................................................................................................................................................11
P5 Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples...............................................................................................11
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

LIST OF FIGURES
Figure 2: Brand stages.....................................................................................................................3
Figure 3: Keller’s Brand Equity Model...........................................................................................6
Figure 7: Brand leveraging (Source: slideshare.net, 2019)..........................................................10
Figure 8: Measuring and managing brand techniques...................................................................11
Figure 9: Market share of various brands......................................................................................12

Introduction
The process of brand management is effective in analysing that how wills the brand is perceived
in the market. The report will focus on the promotion of the business through improvements in
the products quality which is related to particular brands. It will also include the brand
positioning and defining and also delivering of the brand. Also, the report will develop the article
on behalf of Beloved Brand which includes the brand strategies and overview that is related to
the brand reinforcing, revitalising and extension brands. The chosen organization in this report is
Cadbury which is the largest food organization in a world that is measured by different metrics
and revenues. The report will also analyze the successful branding strategy components, brand
equity management and brand hierarchy management portfolio strategies. At last, the report will
highlights brands which are managed in an organization with collaboration and partnership
agreements helps. Also, to manage the brand value, some focuses on the techniques will also be
shown in the report.
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LO1
Cadbury is the largest organization for its other metrics and revenues. This organization includes
baby food, dairy products, ice creams, tea and coffee, medical food etc (Kumar, 2018). The
organization is based in the UK and provides high range of products in the all over the world.
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in
business practice
As I assigned to duty for managing of the brand of the Cadbury along with proper development
of the strategy at the Beloved Brand for satisfied numerous consumers. Marketing departments
play a very critical role in revitalizing an organization branding as well as brand revitalizing.
Branding has been concerned as the most important tool of marketing for the organization
because it creates more value proposition and consumer preferences of its services and products.
The business organization rigorous marketing is effective for increasing more revenue and
market share (Brexendorf et al., 2015). Additionally, this is also efficient for a large organization
or business to overcome the crises situation in terms of brand image destructive of
reestablishment and also to improve the products quality.
Recognition: For Cadbury, the main role that plays in brand recognition is the packaging. The
packaging is the first contact which customers have with their brands (Lilleker, 2015). People
recognize and recollect the logo instantly as per to its power, simplicity and meaningful.
Trust: To maintain the trust among consumers is to adopt a proper market strategy by the
organization to maintain and design its brand by using the proper advertisements by offering the
fast consumer goods of moving.
Customer relationship and loyalty: The loyalty and relationship of the consumers depend on the
product and services quality which an organization is offering to consumers. Also, this helps in
maintaining and improving the strong relationship with them for longer period of time with its
brand and retention.
Development of a brand using a brand pyramid or stages in brand development
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To build a successful brand this is essential for gaining the market competitive advantages
because it also supports in developing the customer relationship and trust. For example, Cadbury
organization success is defined in terms of their connection with the consumers. The process of
building the brand defines the organization position and vision in a market (Mariani et.al, 2016).
To build a successful brand the initial brand is that there is a need for identifying the target
consumers to satisfy their needs. For this, the consumers are associated with the Cadbury is in
the perception for driving the goods of higher quality at their affordable prices.
The Next stage for building the brand is related to the mission statement of a brand which is
defined in an organization and also embraces it all across several channels. To build a successful
brand the organization is focusing mainly on identifying the consumer needs related to the
products and activities to differentiate the products in the context of gaining consumer attention.
The last stage of this includes for creating the value propositions, effective brand strategy
development in the market in appropriate manner.
Figure 1: Brand stages
(Source: Scott Danish, 2013)
Strategies for brand extension, reinforcing and revitalising brands
The brand extension is defined as a marketing strategy or brand stretching which focuses more
on services or product in a market which are under the same brand along with the development
of the brand image in a different category of the business. This strategy is used by an
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organization to leverage an existing of the brand equity. For example, Diet Coke and Coke are
under in a soft drink category, tea bags, milk chocolates which are under a Cadbury brand etc.
The strategy of brand reinforcement for capturing the existing the brand equity lost sources and
also to establish the innovative and new brand equity sources. This also includes for bringing
innovation in an existing design of the product, manufacturing and merchandising to keep a
brand alive for both existing and new consumers (Wheeler, 2017). The brand is reinforced
through undertaking the strategies which are related to the protecting the brand equity sources
and also maintaining the brand consistency. The brand consistency also supports a customer of
getting familiar with the brands to enhance their brand uniqueness perceptions.
The strategy of brand revitalization is one of an important which is adopted by many
organizations only when an existing product is not able to earn profits for an organization. It is
done by improving the customer’s recognition at their purchase time and by making of the
uniqueness of the brand in the context of developing the proper brand image. This strategies
main example is Starbucks with help of rebranding activities and franchising campaign.
P2 Analyze the key components of a successful brand strategy for building and managing brand
equity
The brand equity is generally referred to the premium value which is generated from an
organization from the product through its brand recognizable name. Cadbury can develop the
brand equity on its products through making it memorable, recognizable and also through
maintaining the superior quality with reliability (Cho et.al, 2015). The campaign of marketing
through an organization is effective also for developing the brand equity successfully. For
example, Cadbury has released the flavoured milk products under a similar brand but not in
investing in the new brand. The main behind the reason for this is that its brand equity is positive
under which the consumer is already is associated with the Cadbury.
Strategies for strengthening brand equity
Brand equity referred to the customer high-level satisfaction and organization brand value to
attract more consumers. To gain competitive market advantages, there is a need for developing
successful strategies for strengthens brand equity with the help of the following strategies.
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Quality of products and services: This is essential for the business to deliver the right products
and services quality for repeating a purchase process. The products should be provided based on
customer expectation and needs (Heding et.al.2015). For example, Armani products are seeking
and attracting more consumers through different patterns in cosmetics, shoes etc. and also if they
are launching variety in their products, still their product quality is maintained.
Competitive Analysis: To strengthen the brand equity overall there is a need for adopting the
shifts of a market and this is necessary to effectively determine the industry activities and trends
of a competitor. For examples, several modifications in the patterns of the watches by Rolex
have strengthened its organization brand equity within its sector. Similarly, in Cadbury case, it
has strengthened the brand equity successfully through providing the distinctive and innovative
products compared to the competitors.
Brands are managed successfully over time using application of appropriate theories,
models and concepts
Keller’s Brand Equity Model concentrates in determining the consumer needs and how to
launch the several strategies to gain the overall customer satisfaction in a market.
Brand identity: It is a stage that will define the brand importance to a consumer which is related
to different features compared to several other brands. This also includes the awareness among
consumers that is done through investing in the advertisement to enhance the organization brand
identity. For example, Mark and Spencer with the help of advertising and tagline in their fashion
garments helped in improving its brand identity (Roll, 2015).
Brand meaning: It is a stage which is efficient in designing information that is related to
product utilization and reliability over a longer time period. This also includes the brand
performances that are explained through considering an example of brands with high
performances such as BMW, Apple etc.
Brand response: It is a stage which states the customer experiences after the buying. The
customer's positive feedbacks is related to the building the products by the positive response of
brand. For examples, Cadbury has gained a positive response of the brand through providing the
qualitative products to the consumers in an appropriate manner (Cooper et al., 2017).
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Brand resonance: This depicts the strong customer relationship with a brand. The consumers are
associated with the Harley Davidson by exhibiting the long term relations with the brand that is
determined with their repeated buying.
Figure 2: Keller’s Brand Equity Model
(Source: Hitesh Bhasin, 2018)
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LO2
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management.
Brand portfolio management
It is beneficial for managing the multiple brands at one time to fulfil the customer demands. This
also includes the sub-brands along with the distinctive trademarks. This also plays the crucial
role in making the decisions by introducing of the several sub-brands, brand extensions, brand
positioning etc. Cadbury utilise the strategies of brand portfolio successfully to enhance the
brand equity overall that is mentioned below:
Branded House: This is a structure that is being characterized by a brand with a strong market
reputation, and this is also efficient in aligning the services or products under the cooperate
positioning of the brand. For examples, chocolates, tea, coffee powders etc that are available
under Cadbury brand name in a market (Brunner et al., 2018). This structure is also effective for
increasing the awareness of the brand among the consumers and it also supports an organization
in the context of reducing the overall advertisement cost as well as other activities of marketing.
House of brands: The products which are under this approach types is considered as the primary
brand instead of an organization. Also, this strategy is effective for the large business like
Cadbury which is liable for managing the products of the wide range under the organization
brand. For example, the most popular and well-known brand name of chocolate is Cadbury dairy
milk (Huang and Sarigöllü, 2014).
Brand hierarchy management
The brand hierarchy management is responsible mainly for the strategies development that is
used for enhancing the performances of the brand in a market compared to the competitors. This
also displays the various elements common characteristics of a brand. The brand hierarchy
management is associated with the Cadbury brand that is illustrated below:
Umbrella branding: This branding type is known as family branding only when the products at
the wider range have been sold in a market under the single name of a brand. This is used
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majorly by an organization such as Cadbury with its positive brand equity (Kolbl et.al.2015). It is
a strategy that is efficient for increasing the sales of the business and also supports the business
to put a positive impact on the parent brand. For examples, Cadbury dairy milk available in the
market and also it is considered as the Cadbury family brand level.
Corporate brand: It is an approach which uses the parent brand name or organization name as
the product name. Cadbury Confectionary products, Cadbury ice creams, Cadbury chocolates etc
are one of the Cooperate brand examples.
Individual brand: It is known as the branding of the product for which the individual products
unique name is assigned and then offers from the organization.
Brand equity management
In an organizational portfolio, the brand equity is managed through adding of the different values
to offering currently. Fr example, Cadbury lead successfully in the market through providing the
different taste in its products like milk products that are fascinated in an organization for
increasing in the sales of different products that can be pet products, confectionary etc
(Ramaswamy and Ozcan, 2016). The other strategy in this is continuous differentiation which is
beneficial for managing the organization brand equity to remain competitive in the market. For
example, Apple ranked as the topmost position in smart phones because of its unique and distinct
features compared to other competitors.
The other strategy is maintaining the brand image to manage the organization brand equity. It is
maintained by maintaining the product quality consistency to both new and existing consumers
that are associated with a brand.
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LO3
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level
The most important strategy is brand collaboration which focuses mainly on making strategic
alliances among multiple brands. It is a very effective strategy that put the positive impact on
organizational overall goodwill and sales as well as also helps in attracting numerous customers
at the same time. For example, Cadbury planning of making the collaborations with the Samsung
to explore the technologies of digital sensor that provides the insights related to healthy living off
the environment as well as also highlights nutritional value potentials (Bryson et al., 2015).
These types of the collaborations support Samsung and Cadbury to work more in a proper
manner based on the goals. These both organizations have a collaboration that supports brand to
use updated technology in the context of increasing brand awareness.
Brand leveraging
The strategy of brand leveraging uses the several benefits of an existing brand which supports an
organization to get enter in the new market along with the same category of the product. Also,
this is an effective strategy for the communication of valuable product information about
innovative products. Earlier, Cadbury is known well for its dairy and milk products and due to its
brand name popularity, it has expanded its product line all around the world. It is done with a
line and brand extension help.
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