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
Thank You
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