Brand Management of

Cadbury

• Brand management begins with having a thorough knowledge of the term “brand”.

• It includes developing a promise, making that promise and maintaining it.

• It means defining the brand, positioning the brand, and delivering the brand.

• Brand management is nothing but an art of creating and sustaining the brand.

• Brand name is one of the brand elements which helps the customers to identify and differentiate one product from another.

• Named Cadbury after John Cadbury and his brother Benjamin.

Brand Name

• Portray a company’s brand characteristics.

• Basic nature of brand.

• Attributes of Cadbury:• Same great Cadbury Taste

• Value for money.

Brand Attributes

• Bundle of mental and functional associations with the brand.

• Associations are not “reasons-to-buy” but provide familiarity and differentiation that’s not replicable.

• Noticeable elements:• Color.

• Logo.

Brand Identity

• Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for.

• Cadbury’s Brand Image:• For all occasions.

• Share with anyone.

• After dinner Sweet.

• Family Celebrations.

Brand Image

• Brand awareness is the probability that consumers are familiar about the life and availability of the product.

• It is the degree to which consumers precisely associate the brand with the specific product.

• Cadbury has achieved brand awareness through:• Advertisements

• Promotions

Brand Awareness

• Brand Equity is the value and strength of the Brand that decides its worth.

• Brand Equity exists as a function of consumer choice in the market place.

• Kraft Foods Takeover : 8.40 pounds per share

Brand Equity

• Brand Extension is the use of an established brand name in new product categories.

• This new category to which the brand is extended can be related or unrelated to the existing product categories.

• Cadbury Gems, Drinking Chocolate.

Brand Extension

• Co branding is the utilization of two or more brands to name a new product.

• The ingredient brands help each other to achieve their aims.

• Cadbury Oreo.

Co-branding

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