Brand Management Report: Cadbury's Marketing Strategies and Analysis

This report provides a comprehensive analysis of brand management, using Cadbury as a case study. It begins by explaining the importance of branding as a marketing tool and its emergence in business, followed by an examination of the key components of a successful brand strategy for building and managing brand equity, including the Aaker brand equity model. The report then delves into different strategies of portfolio management, brand hierarchy, and brand equity management, including branded house, house of brand, corporate brand, family brand, and individual brand strategies. Finally, it evaluates techniques for measuring and managing brand value in the context of Cadbury. The report highlights how Cadbury has used branding to establish itself as a global brand, examining its marketing strategies, brand loyalty, and brand awareness within the market.

Brand management

Table of Contents
INTRODUCTION......................................................................................................................3
BACKGROUND........................................................................................................................3
MAIN BODY.............................................................................................................................4
TASK1.......................................................................................................................................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
TASK2.......................................................................................................................................6
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management...........................................................................................................................6
TASK3.......................................................................................................................................9
TASK4.....................................................................................................................................11
CONCLUSION........................................................................................................................12
REFERENCES.........................................................................................................................14
Books and journals...............................................................................................................14

INTRODUCTION
Brand management is part of marketing which begins with the identification of different
factors related to the brand in the current market. Brand management include identification of
outcomes which brand is currently receiving within the market proceeding to planning how
the branch should be received within the market for achieving the goals and objectives of the
branding as well as securing these objectives in an appropriate manner (Agante, and Pascoal,
2019). Brand management is also related to development of a good relationship within the
target market for effective marketing of the product. In this current report chooses an
organisation is Cadbury. It is an international organisation which is trading globally by
selling its chocolate and allied products.
This report there is discussion about different factors of branding within the Cadbury and
how the branding concept developed within the Cadbury over the time. The beginning of the
report is consisting of explanation about the importance of branding as a marketing tool as
well as emergence as a business practice. There is also discussion about different components
of brand strategy for building and managing brand equity within the market. In the middle of
the report there is analysis of different strategy of portfolio management and hearing and
brand quality management (Arbouw, Ballantine, and Ozanne, 2019). There is also
evaluation about how the brand manages collaboratively by partnership between both
domestic and global level. in the end of this report there is revaluation on different type of
techniques for measuring and managing the brand value the time in context of Cadbury.
BACKGROUND
Cadbury is a British multinational confectionery company which is owned by
MONDELEZ international. Cadbury international organisation has headquartered in
Uxbridge. Cadbury was established in Buckingham in 1824 by John Cadbury who sold tea
coffee and drinking chocolate in a small cafe. Now it become a global brand which selling its
chocolate within whole world companies famous for its branding as well as different products
where the main product of the company is dairy milk chocolates, the cream egg and cross the
section box.

MAIN BODY
TASK1
P1 Explain the importance of branding as a marketing tool and why and how it has emerged
in business practice
For understanding the concept of branding and management it is important to understand
what is brand. brand can we define as a name term design symbol or any other feature which
is used by the organisation and identify the identity of a seller a good or a services offered by
a seller which make it distinct from the others (Ashill, Semaan, and Williams, 2019). Brands
are generally used in business marketing and advertising functions where they want to make a
special identity of their product or services where they can attract the customers and maintain
a unique Identity.
There are various kinds of importance of the concept branding within the organisation
where it can be used and marketing tool for promoting and making a separate identity of the
organisations product. Cadbury is also using the branding term within the organisation where
it makes itself as a separate brand within the market. There is various importance of this
branding turn the Cadbury which are stated below:
Branding increase companies value: branding directly impact on the value of the
organisation as well as generate a future value of the business. This is because branding
provides a strong establishment to the business where it can make its separate identity and
can earn for longer period of time even in the time of depression within the economy (Aziz,
and Ngah, 2019). In context of Cadbury, it is also having a separate brand image which help
company in increasing its value and launching the new products under its same brand.
Branding generates new customer: branding always attract the customer towards
the organisation which also effective in generating new customer because branding will make
a separate identity of the forms product within the market as well as increase the
advertisement and market strategy by the use of branding policy. All these marketing
strategies will attract the new customer toward the product of the organisation and increase
the new customer base.
Create trust within the marketplace: a professional appearance and a well strategic
branding will always help the company in building trust with the customer potential clients
and future customers. Which can see in the case of Cadbury, company have a great brand

image within the market which will help company in doing its business in and polished and
professional portrayal by attracting in maintaining a proper trust within its customer.
P2 Analyse the key components of a successful brand strategy for building and managing
brand equity.
It is important for the organisation to manage a proper branding strategy within the firm for
building and managing the brand equity (Batt, and Bruhn, 2019). Brand equity is that phrase
which is used within the marketing industry and referred to receiving the worth of brand in
and on itself. It is directly related to the social value of well-known brand name like Cadbury.
The brand equity is the idea which is based on the owner of well-known brand name and can
generate more revenue simply from their brand organisation and consumer preference about
their brands because of their well-known personality within the branding market. For this
there is a model which can be used and name as Aaker brand equity model.
Aaker brand equity model
It is the brand equality model which is developed by David A. Aaker and is based on
five key components. Components for brand loyalty brand awareness received quality brand
association and other assets. Aaker define brand equality as a set of brand assets and liability
link to the brand and its name symbol and the value.
Brand loyalty: brand loyalty include the extent to which the people are loyal to the
brand and it include the factors related to reduced marketing cost trade leverages attracting
new customer and time to respond to the competitive threats within the market. In context of
Cadbury, it is a famous brand within the market show the customers of the organisation are
also loyal to its brand.
Brand awareness: it include the extent to which the brand is known among the general
public which can be measured by anchor to which association can be attached, familiar and
linking signal of substance and commitment to the brand (Bhattacharya, Kumar, and Dutta,
2019). all these can be used by the Cadbury to identify the brand awareness within the market
for using the concept of brand equity.
Perceived quality: it include the extent to which the brand is considered to provide
the politic products and services which can be measured by the quality offer within the
product and brand which act as a reason to buy it. Cadbury is known for its quality services

and products within the market where it provide the high qualified products to customers for
the satisfaction of their needs.
Brand association: brand association directly include the process of receiving
information and differentiate the position within the organisation which act as an reason to
buy the products and services of the organisation and reduce the barriers of competition
within the market and help in extension of the product market. In context of Cadbury
company have a solid brand association within the market which help form in achieving its
goals and objectives of branding.
Other proprietary assets: it is the last factor in this Framework which is important
for brand equality to the firm it includes all the assets which provide the competitive
advantage to the firm in relation to brand.
So, this concept is generally based on the brand equity which provides the value to the
customer by in answering the customer and increasing the confidence in the purchase
decision by satisfaction of their need (Boukis, 2019). The brand equity will also provide the
efficiency of the marketing program, brand loyalty, price margin, trade leverages and
competitive advantage within the market to the organisation like Cadbury.
TASK2
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management.
Portfolio can be defined as the collection of different investment tools which are
journalist stocks, shares, mutual fund, bonds and many more. These generally based on the
income of the investors as well as convenience of the time frame. Portfolio management can
be defining as a management related to individuals investment in order to fulfilling the
maximum earning within the organisation as well as establishing a way to achieve the
objective of the firm. A brand portfolio strategy will help the Cadbury in distribution of the
services in the various market segments.in context of Cadbury a proper portfolio is stated
below that is followed by the organisation.

Branded house and umbrella: it is that system where a company with the branded
house architecture has many products and offering less than one Masterbrand which is also
called the mother brand for umbrella brand. In this function the product does not have
separate identities and all contribute to the strength of the master Brad. In context of Cadbury

it is also used the strategy We're the Cadbury have the sub brands named fuse flake rose
Whisper which directly provide the benefit to a main brand name dairy milk.
House of brand or parent brand: house of brand is almost complete opposite system of
brand house where in that there are still many variety production offering but they are mark
under the separate brands which have their own identity (Carlson, and et. Al, 2019). Cadbury
also use this function within it where it provide different kind of products like 5 star,
Bourneville, temptation and many more under a common brand name Cadbury but different
product name as well as separate branding.
Brand hierarchy
Brand hierarchy can be defined as summarising the brand strategy by displaying the number
and nature of the common and distinctive brand elements across the firm product revealing
the explicit ordering of the brand elements. The grand Cherokee has a four component which
are corporate brand family brand individual brand and modifiers. All of these are discussed
below
Corporate brand: corporate branding is the practice of using a company's name as a
product brand name it is an attempt to use the corporate brand equity to create the brand
recognisation.in previous time when Cadbury doesn't use the dairy milk name for its
chocolate than it use Cadbury as a name of chocolate as well as brand name.
Family brand: when group of the products are given the same brand name that is the
different product of the company are marks under the one brand name. In context of Cadbury,
this strategy is followed in the product of Cadbury dairy milk where the company use
Cadbury dairy milk silk, Cadbury dairy milk Oreo, Cadbury dairy milk hazelnut and many
more.
Individual brand: individual branding also called the individual product branding on
multi branding which include the strategy of giving each product in a portfolio of its unique
brand name. In Cadbury this strategy is shown in 5 star, temptation and Bourneville.
Modifier: modifier refer to the word phrase for the class that the function as an
adjective or adverb to qualify the meaning of other word. This is a mixture of above three
strategy and doesn't followed by the Cadbury because it make it difficult for the organisation
to recognise their product and make the description ID.

Customer based brand equity model
It is a paramedical model which is made for increasing the brand equity and
improving the condition of the organisation and particular area where the brand is working.
This method is based on four stages described below:
Brand identity: brand identity include that how the customer will look at the brand of the
organisation and distinguish it from the other (Casprini, and et.al, 2019). Explore the words
and images of via association with the organisation and a particular brand name.
Brand meaning: if customer becomes aware about the brand of the company then it
is liability of the company to provide information about their product by two factors which
are brand performance and brand imaginary.
Brand response: it is the third stage in this model where the judgement and feeling
can be hard to separate and is intensely personal for the each individual customer within the
market which has to be in target by the organisation to identify and use the customer within
the market for selling the product.
Brand resonance: it is the last stage where the model is directly related to the loyalty
of the customer toward the brand and considering it as a superior where it will buy the
product because of the merits and high level of branding within this product.
So, from the above it can be seen that there are various kind of portfolio which are
used by the Cadbury.it is also identified that there is also a different structures and which are
used under the branding system which is used by the organisation.
TASK3
The brand leveraging is defined as the strategy for managing use of existing brand power for
managing the different affiliated category. Cadbury company can do this by communicating
effectively about the information regarding the products to the potential customers. Cadbury
is known as one of the most well reputed chocolate company which is providing services in
different countries across the world. It is having of huge market share in the world. It is very
easy for this company to enter any foreign market. Mentioned below there are some
techniques that are related with Brand Leveraging and Extensions:
BASIS LINE EXTENSION BRAND EXTENSION

Definition
This technique allow entity to
introduce products of new
variates under identical brand
name.
In this already established
brand makes their entry into an
uncorrelated category by
taking use of same brand
name.
Purpose
With the help of this technique
company reach to more
consumer vase and can further
offer more options to already
existing customers.
Main motive of brand
extension is to leverage upon
existing brand equity.
This is analysed from the above explanation about brand leverage that Cadbury has to
leverage upon the brand for increasing the market share as well as customer loyalty. There
are different techniques for line extension which are help in this company in order to create
brand awareness and manage the increasing demand of products among customers. The most
common product offered by Cadbury is dairy milk chocolate (Chang, and et.al, 2019). This is
life by various customers and people around the world. Dairy milk provides a profit of
approximately 30% of total revenue earned by Cadbury. This brand is having strength as well
as weakness that are associated with profit of this brand. Cadburys having strength that it is
easy to manage the promotional campaigns and advertisements in different countries because
this brand is well reputed across the world. Moreover, Cadbury is having huge market share
in European as well as Asian markets. Cadbury is having Monopoly in some countries like
China, India.Weakness for this company is that chocolates are known for fat and and healthy
product. Nowadays, customers are more health conscious and they are referring dark
chocolate over sweet chocolate. Cadbury offers chocolates which are rich in sugar content.
Hence, this is problem for Cadbury to capture mind of some health conscious customers.
Collaboration and partnership agreement
There are various partnership agreement which can be used by organisations for managing
and increasing brand value within market. There are various domestic agreements that

Cadbury has to file. One of this is to ensure that chocolate is not having any toxic ingredient.
According to the food safety and standards authority, it is concluded that Cadbury must be
providing protein and nutritious products which are having all standards of it is helpful for a
company in order to regain the trust. It is helpful for a company in order to regain the trust of
stakeholders as well as customers and increase the brand equity.
Cadbury is working in many foreign markets and then there is any international collaboration,
company has to sign agreement related to loan. There are some cases in which environmental
consideration is done (Cheng, and et.al, 2019). In this case, carbon footprints have to be
analysed for earning trust of customer base.
TASK4
Brand value is defined as the financial image of company within market. There is huge
impact of brand value on the services and offers of organisation. within market, if a brand is
having high value then customers are going to pay more for purchasing the product of that
company. Loyalty of customers is one of the most important factor that a company has to
analyse while providing products within market. This can be explain with an example that
Starbucks is a coffee shop company Which provides the most authentic and reliable edible
food products and coffee. Hence, customers pay a lot of money to graph services and
products of this brand. Cadbury is also having good reputation and image within local as well
as international market.
Brand awareness is defined as the recognition of brand among the customers that is
associated with particular service or product. It is very essential for the companies to spread
awareness regarding their products and service in order to increase the sales and profit. Brand
must have and unique personality by which customers can identify the brand product.
Market share - this is associated with the forecasted sales and profit of the company. It is
analysed that Cadbury must analyse the past records as well as strategies in order to regain
the brand value (Cooper, Stavros, . and Dobele, 2019). There are various needs and demands

of customers that have to be managed property for increasing profits.there are various
techniques which can be used by company in order to manage the sales and marketing share.
expansion is associated with delegation of responsibilities as well as duties which have to be
managed for effective control of business activities.
Consumer attitude - this is associated with evaluating and analysing of customer attitude
which is useful for understanding customer perception. Cadbury is using ordinal scale for
managing market research and determining what are the needs and demands and dislikes
likes of customers. This will help in knowing the interest of customers towards the products
offered by Cadbury. Sorting of orderly category, paired comparison and ranking of products
are few activities which are recognised as effort to help organisation to increase profit
margins by analysing consumers behaviour towards their product. Cadbury is considered as
largest confectionery brand which goes on analysing customers preferences, taste and attitude
continuously so necessary changes can be made in terms of taste and quality to meet
requirements of consumers. Different techniques are used by Cadbury which is helping them
continuously to improve attitude of consumers towards services and products being offered
by them. Scaling technique is used by them in which managers of organisation keeps
measuring and judging mind of consumers and their (consumers) attitude is managed,
perceptions and preferences are considered for determining heterogeneous brands related
with homogeneous products (Schallehn 2014).
Purchase Intent - this is associated with evaluation of customer attitude in order to
understand customer perception. Cadbury has to evaluate its past records and statistics for
managing the risks associated with customer relationship management.
CONCLUSION
From the above discussion, it can be concluded that brand image is one of the most important
factor while increasing the market share. It is important for the organisations to adopt various
marketing strategies for building brand equity. In order to undertake all these measures
organisation can take significant advantage of wide range of strategies as to build strong
image of their brand. Further it has been identified that by collaborating and partnership in
international and domestic level organisation can effectively insure high profitability and

productivity. There are different ways that a company can choose to expand the market share
by increasing the brand value.

REFERENCES
Books and journals
Agante, L. and Pascoal, A., 2019. How much is “too much” for a brand to use an advergame
with children?. Journal of Product & Brand Management, 28(2), pp.287-299.
Arbouw, P., Ballantine, P.W. and Ozanne, L.K., 2019. Sustainable brand image: an
examination of ad–brand incongruence. Marketing Intelligence & Planning.
Ashill, N., Semaan, R.W. and Williams, P., 2019, March. Measuring Brand Charisma: An
Exploratory Study of Luxury Brand Consumers. In 2018 Annual Meeting of the
Decision Sciences Institute Proceedings (pp. 1074-1093).
Aziz, N.A. and Ngah, H., 2019. THE EFFECT OF SELF EXPRESSIVE VALUE AND
PERCEIVED VALUE ON MALAYSIAN COSMETIC BRAND LOYALTY: THE
MEDIATING ROLE OF BRAND IDENTIFICATION & WORD OF
MOUTH. Asia-Pacific Management Accounting Journal, 14(1), pp.151-177.
Batt, V. and Bruhn, M., 2019. Exploring the impact of construed external image on brand
citizenship behavior of service employees. SMR-Journal of Service Management
Research, 3(3), pp.137-147.
Bhattacharya, S., Kumar, R.V. and Dutta, A., 2019. Exploring Kapferer's Brand Identity
Prism Applicability in Indian Political Marketing Aspect With Special Focus to
Youth Voters. In Brand Culture and Identity: Concepts, Methodologies, Tools, and
Applications (pp. 288-303). IGI Global.
Boukis, A., 2019. Exploring the implications of blockchain technology for brand–consumer
relationships: a future research agenda. Journal of Product & Brand Management.
Carlson, J., Wyllie, J., Rahman, M.M. and Voola, R., 2019. Enhancing brand relationship
performance through customer participation and value creation in social media
brand communities. Journal of Retailing and Consumer Services, 50, pp.333-341.
Casprini, E., Melanthiou, Y., Pucci, T. and Zanni, L., 2019. Managing founder-based brand
identity during succession. Journal of Brand Management, pp.1-14.
Chang, C.W., Ko, C.H., Huang, H.C. and Wang, S.J., 2019. Brand community identification
matters: a dual value-creation routes framework. Journal of Product & Brand
Management.
Cheng, Y.Y., Tung, W.F., Yang, M.H. and Chiang, C.T., 2019. Linking relationship equity to
brand resonance in a social networking brand community. Electronic Commerce
Research and Applications, 35, p.100849.
Cooper, T., Stavros, C. and Dobele, A.R., 2019. The levers of engagement: an exploration of
governance in an online brand community. Journal of Brand Management, 26(3),
pp.240-254.
Foroudi, P., 2019. Influence of brand signature, brand awareness, brand attitude, brand
reputation on hotel industry’s brand performance. International journal of
hospitality management, 76, pp.271-285.

Gorgitano, M.T. and Sodano, V., 2019. Multi-tier store brand strategies: a case
study. Journal of Product & Brand Management, 28(3), pp.364-375.
Greyser, S.A. and Urde, M., 2019. What Does Your Corporate Brand Stand For?. Harvard
Business Review, (January February 2019), pp.82-89.
Gul, M.S., Jan, F.A. and Amin, K., 2019. The Casual Chain of Relationship Among the
Antecedents of Brand Equity in Pakistan's Higher Education Sector. Abasyn
University Journal of Social Sciences, 12(1).