Branding and brand management: Cadbury

1228 Words Mar 19th, 2006 5 Pages
What is a brand?

A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them form those of competitors

Essentially a marketer's promise is to deliver a specific set of features, benefits and services consistently to the buyers

Cadbury's best tasting chocolate constitutes the main ingredient of much of these products including everything from solid blocks to chocolate filled bars and novelties

The Cadbury brand is associated with best tasting chocolate

Marketing managers at Cadbury are working to ensure this association is continually developed. Key concepts of quality, taste and emotion underpin the Cadbury brand.
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chocolate bars

- image brands - arise with products or services that are difficult to differentiate, or to assess quality, or convey a statement about the user

- experimental brands - involve the consumer beyond simply acquiring the product

Over time, each type of brand can be developed further. A company can introduce line extensions (existing brand name extended to new sizes or flavours), brand extensions (new brand names in existing product categories), multibrands (new brand names introduced into same product category), new brands (new brand name for a new category product) and co-branding (combining two or more brand names)

Brand auditing and positioning

Cadbury need to periodically audit their brands' strengths and weaknesses

It will occasionally discover that it may have to reposition the brand because of changing customer preferences

What are Cadbury's key brands?

The Cadbury Dairy Milk block is the company's flagship brand

There are many other favourites including Fruit & Nut and Hazel Nut, as well as popular cream filled products such as Snack and Caramello

Cadbury produces a variety of boxed chocolate assortments, most notably Milk Tray and Roses. Children's lines include Australia's long time favourites Freddo Frog and Caramello Koala.

Famous Cadbury chocolate bar lines such as Cherry Ripe,
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