Icon College: Unit 41 Brand Management of Cadbury - Strategies Report

This report provides a comprehensive analysis of Cadbury's brand management strategies, exploring how a brand is built and managed over time, the importance of branding as a marketing tool, and key components of a successful brand strategy. It delves into how brands are organized in portfolios and brand hierarchies are built and managed, including brand extension and leverage both domestically and internationally. The report examines techniques for measuring and managing brand value, including brand equity audits and brand tracking. It highlights the role of public relations, digital marketing, and social media in enhancing brand equity. Using Cadbury as a case study, the report provides insights into various marketing strategies, including the use of advertisements and social media campaigns to maintain customer loyalty and expand the brand's reach. The report also includes several figures and diagrams to illustrate key concepts.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
UNDERSTANDING OF HOW A BRAND IS BUILT AND MANAGED OVER TIME............3
Understanding the importance of branding as a marketing tool..................................................3
Key components of a successful brand strategy..........................................................................5
BRANDS ORGANISED IN PORTFOLIOS AND HOW BRAND HIERARCHIES ARE BUILT
AND MANAGED...........................................................................................................................6
BRAND LEVERAGED/EXTENDED OVER TIME DOMESTICALLY AND
INTERNATIONALLY....................................................................................................................7
Brand extension and leverage......................................................................................................7
Brand extension approaches and strategies.................................................................................8
‘Fit and leverage’ in brand extensions.........................................................................................9
Different ways that brands can be reinforced and revitalised......................................................9
Brand collaboration...................................................................................................................10
TECHNIQUES FOR MEASURING AND MANAGING BRAND VALUE OVER TIME........10
Measuring and managing brand value.......................................................................................10
Brand equity audit and management and brand tracking techniques........................................11
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Brand management is a considerable aspect that is almost followed by all the organisation which
is regarded to be one of the finest techniques that is incorporated in many organisations. It is
important to analyse the value of product every now and then such that the brand that it has
become will be one of the most prominent aspect in the entire operational process. Upon
exceptionally maintaining the brand value of the organisation the entire workforce will get to
incorporate the aspects of comprehensive understanding that is required to applied strategies that
are necessary for the target market (Paul, 2019). When brand management is carry forwarded in
a perfect manner then there is a chance of price hike in the products that are being manufactured
by the organisation. An effective brand management or brand planning is important to overcome
the aspects that are pertaining in the competitive world. The overall vision of the company will
get incorporated by the measures that are applied on brand management. The brand equity will
therefore be determined by managing a proper brand. It is a well-known fact that when an
organisation manages its brand and function in a proper manner then there is a prospect of
growth trajectory to reach the target level. The percent value of product will be increased by the
techniques that are applied by the organisation on to the management. The entire report deals
with brand management and the strategies that are applicable for every Organisation in order to
deal with uplifting their brands. It is not until when a company focuses upon how far it can be
able to treasure the onset of brand management that it can attend growth. The company that is
chosen in this regard is Cadbury. The company Cadbury is a British multinational organisation
that is mostly known for producing chocolates. this company was fully owned by Mondelez
international from the year 2010. It is the largest chocolate manufacturer with a confectionery
brand that is being maintained from over. It has a wide product base and manufactures different
category of products with the best known to be Dairy Milk chocolate. The entire report deals
with brand management of the organisation Cadbury and the strategies that are employed upon.
UNDERSTANDING OF HOW A BRAND IS BUILT AND MANAGED
OVER TIME
Understanding the importance of branding as a marketing tool
Branding is considered to be an important aspect of every Organisation (Veloutsou. and
Guzman, 2017). In other words brand is considered to be foundation of an organisation upon
which the company makes many profits. This is clearly understood by all the organisations then

they will not be able to misuse the prospect of branding. It is important to identify the choices
that are to be incorporated in the branding such that every organisation will work on multiple
ways to enhance it. The first and the foremost point of consideration for every organisation is to
identify the areas that is to be word on such that branding will therefore be incorporated in the
organisation. After achieving a mark of best brand management the organisation can involve into
measures to promote the brand. There are many small organisations that are arising with the
formula into the market and most of the organisations do not follow the branding pattern which
is one of the effective means towards growth. Success cannot be achieved in a single step and
therefore it is a multiple steps that are to be taken by the organisation in employing the measures
that are essential for it to go with the framework and the one in this includes branding (Bilanand
et.al, 2019). Brand is something like an identity through which the organisation gets identified by
its customers. It is necessary that the presence of every organisation will have to be known to the
society and that is when the company has reached the prospect of success. The competitive world
is completely taken off by different organisations that are pretending to maintain their status in
the market. The patterning competition in the market gives rise to different choices that are to be
adopted by organisation such that they get identified by customers and will become
irreplaceable.
Fig.1. Integrity of a brand. Source: Shukri (2013).

When an organisation focuses upon its brand and maintains it perfectly then in the crowd of
different organisations the company can stand as one of the Unique one that is believe to be
superior in brand management. Branding and marketing goes hand in hand with regard to an
organisation. When a company is completely developed with regards to branding aspect than the
brand defines the organisational perspective. When this is on one hand the marketing when
added to branding will bring forth the way to convert to people. When an organisation derive
reputation with the use of branding then marketing will lead sales to the company. The loyalty
that is being derived from brand will therefore make people familiar about the organisation with
regards to marketing promotional activities that are being incorporated by the organisation
(Ramírez and et.al, 2019). There are different customer service as that marketing deals with and
therefore the branding will be and identity to it. An organisation when work done brand
management will be able to incorporate emotional connections with the society (Veloutsou and
Delgado-Ballester, 2018). When people are more connected to the organisation than the first
choice will therefore be the company. The company that is stored in the regards is Cadbury
which is known to be one of the most familiar brand with that delicious product management that
has lead many of its customers to get attach to the company. The loyal relation that are
maintained by the organisation with regard to the society made Cadbury one of the most identify
the brand all over the globe. The marketing techniques used by the organisation Cadbury is
mostly the advertisements with the theme that will bring for the brand towards customers. It is
easily identified by customers with regard to marketing and therefore the customer base to this
organisation is said to be immense.

Fig.2. What makes a brand? Source: Shukri (2013)
Key components of a successful brand strategy
When an organisation defines its brand strategy then it is important to incorporate few elements
in order to describe the importance that it plays in maintaining brand equity. In order to
determine the brand equity with regard to brand strategy that are being employed in the
organisation then the key aspects are the key components will therefore be included which are as
follows:
Public relations: public relations are an important criteria that is required in order to increase the
reputation of management. A proper leadership is required in the organisation in order to move
ahead analysing the aspects of public relations management. There are different types of content
that are to be included in order to deal with public. The most important business goals revolves
around the key performance metrics that play on essential lead role in defining the targets of the
organisation that are built in regard to maintaining public relations. When the aspects that are
pertaining in the society are understood by the organisation then they can identify the facts or the
part that is necessary for the society to get incorporated or get influenced by the organisational

norms. In order to create this comprehensive impact in society the organisation will have to first
define its targets and then segment the society based on the position of outlet and coverage area.
The organisation will have to stay up to date with the changes that are taking place in the society
with emerging trends in the industry in which the organisation is operating. It is when the
organisation defines its business goals and then expertise means in order to reach different
people of the community that it gets an executive strategy to deal with them.
Fig.3. The basic positioning map. Source: Mitzuv (2011).
Digital marketing: digital marketing elevates any organisation and a better possible
manner with the results being flourishing. there are different components that are required in
order to adopt policies to define content that is useful in marketing (So andet.al, 2018). There are
a set of entities that are to be incorporated by the organisation like that of blogs post or any other
content that is effective and drawing people towards the organisation. When this particular mode
of marketing is employed by the organisation it can define the brand existence in the society. The
brand equity is maintained by the strategies that are employed in order to sharp and the brand.
Digital marketing techniques are said to be today's tools that are mostly helping every
organisation in order to increase customer base. Taking example of Cadbury company in this
regard the digital marketing tool used by Cadbury company generate sports as well as the block
that are related to the products will enhance its brand to a very next level where customers are
easily driven by the content that is created by the organisation. When the content for Digital
Marketing is prepared than using different tools the organisation aims at taking it into public.

This has made it one of the most popular and spectacular brand that is moving ahead with its
quality products that are manufactured and mostly its target community is the children as well as
adults and therefore it is flourishing.
Social media: social media is acting as one of the valuable and the key component in order to
drive brand equity. The brand management strategies that are employed by the organisation are
properly enhanced using social media as one of its greatest tool in order to engage with
influencers that are essential to aim for. People everywhere are using social media on a large
basis and organisations are mostly targeting social media to reach customer. Cadbury company
has its own ways of marketing in order to promote the brand on social media using short videos
that can drive people towards purchasing the product. Social media has a greatest reputation in
these days where there are a number of followers that are mostly attracted towards content that is
being generated by the organisations.
Fig.4. The positioning process. Source: Mitzuv (2011).
BRANDS ORGANISED IN PORTFOLIOS AND HOW BRAND
HIERARCHIES ARE BUILT AND MANAGED
The brand portfolio is nothing but the leading brand that the company is dealing with. It will
have to cover all the other brands that other organisations are operating. There are different

names that are employed by other organisations in order to determine its brand. The name play a
major role in introducing product to its customers such that the services can also be fulfilled by
the requirements of the customers. There are different market segments that each brand is
entitled with. Marketing is identified to be one of the major purpose which will take products to
its customers. It is one of the crucial process that is being employed by every organisation and
therefore an organisation when working on its brand strategy will probably employer brand
portfolio in terms of marketing purposes (Baumgarth, 2018). This will help the organisation in
order to draw more number of sales and the brand will therefore be identified because of the
products that are sold. It is a necessity that the child brand will have to follow the principles of
parent brand and this can only be portrayed when the brand portfolio is employed in the
organisation. Customers are more confused about the origin of the brand and all the negotiations
with regard to this will therefore be eradicated by employing a brand portfolio. There is a chance
of increasing the market share of the company's when a proper brand portfolio is being
maintained by the organisation. The cash flow brand is said to be one of those brands of the
organisation which is at its maturity level and therefore the life cycle of the organisation can be
determined by the cash flow that is maintained. Different brands that are being developed by the
organisation will be protected by brand portfolio of the organisation. Every sector of the
organisation will put for needs and requirements that are to be fulfilled by the organisation.
Therefore, the company uses brands of different categories in order to with stand them. Main
company identify different segments and their targets are determined that for every segment is
entitled with a brand such that it becomes easy for the organisation to recognise entities. Taking
example of the company Cadbury where it is mostly known for its chocolate and therefore it is
being operated and different brand names like that of Dairy Milk.

Fig.5. Project outline. Source: Mitzuv (2011).
BRAND LEVERAGED/EXTENDED OVER TIME DOMESTICALLY AND
INTERNATIONALLY
Brand extension and leverage
Brand extension is considered to be one of the most favourable aspects of brand management.
Brand extension is nothing but the process of extending the entire product into subcategories
such that the original brand will become a parent brand. Taking example from the Cadbury
company with Dairy Milk is its main brand and existing brands are categorised into many other
forms. The brand extension is considered to be one of the favourable aspects for every
organisation such that it can attain a proper reputation and the performance of organisation is
also entirely dependent upon how far the brand is extended (Joshi and Yadav, 2017). There are
different values and aspirations that are associated with brand extension and they can also act as
one of the embedded factors that are necessary for customers in a business. It is important for the
organisation in order to evaluate the different product categories that are falling under the
particular brand in order to identify the beneficial measures that are falling under it. There are
different instances where the brand extension is possible and also a successful approach is being
maintained. the company will have different aims of communicating with its customers and also
entering into global level transactions as well as expansion of the organisation. and leveraging is
also considered to be one of those strategies that will bring about all the necessity that are
required for the company in order to enter into Global transformation. Brand leverage will give
everyone an opportunity to feel the sense of familiarity. With this the customers will get to
identify the product as being one of the most identified (Uggla, 2017). The different

characteristics of a brand and few might be positive and few might be negative. With brand
leveraging the positive characters for the attitude of the brand will therefore be carry forwarded
such that it can gain a competitive advantage in the market. The products that are divided into
different categories are said to be facing difficulty in order to enter into the market and with this
leveraging policy that can face the multitude of challenges that are in deal for the company.
There is a greater need for decision by the management of the organisation such that they will
have to decide upon the factors in order to introduce the products that can gain them a
competitive advantage in this scenario.
Brand extension approaches and strategies
There are different methods of brand extension. They are as follows:
Repositioning of the product: repositioning of the product is a criteria, where the original
product that is manufactured with a certain formation will therefore be modified into certain
extent that it can be introduced as one of the different category. For example, that Diary Milk
chocolate is for the manufactured into small Dairy Milk Shots which is the other product
category of the company Cadbury.
New distributor franchise or relationships: it is important that when an extension of brand is
going to be implemented than the original distributor will have to be stipulated for the old
distribution channel and the organisation will have to inform you distributors such that there will
be a change and newness in this particular extension.
Fig.6. Brand definition process. Source: Mitzuv (2011).
Price changes: the organisation cannot involve itself and maintaining the same price category
for the ones that are introduced into the market (Lauterborn, 2017). When the product is

identified to be one of the sub category of the main product then the price variation will have to
be affected to the customers such that it can be valued.
Fig.7. Aaker brand equity. Source: Haaften (2017).
Change in its feature: all the product is being derived from its parent brand the taste as well as
the ingredients well for the map to be modified because the same change cannot be accepted by
customers as a new brand. organisation will have to take care about this simple policies in order
to extend its brand.
Market testing: it is important to identify the choices of the market before introducing the new
product because the market considerations play a major role in order to decide over the factors of
the product. Therefore, sometime this might also impact the brand value.