Branding and brand management: Cadbury
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. These core values help to differentiate Cadbury from other brands and ensure its competitive advantage
A brand is a complex symbol that can convey up to six levels of meaning
1. Attributes - a brand brings to mind certain attributes
- Cherry Ripe - ripe juicy cherries and moist coconut smothered in rich 'Old Gold' Dark Chocolate
- Crunchie - golden honeycomb smothered in Cadbury 'Dairy Milk' Milk Chocolate
- Flake - unique, delicate strands of crumbly, flaky Cadbury 'Dairy Milk' chocolate
- Picnic - combine delicate fingers of crisp wafers, temptation of chewy caramel with goodness of rice crisps, all generously encased in Cadbury chocolate
- Roses - delicious mix of Milk and Dark chocolates, ideal token gesture for any occasion
- Dairy Milk - the goodness of a glass and a half of rich full cream milk in every 200g, Australia's favourite chocolate
2. Benefits - each brand's attributes must be translated into functional and emotional benefits to the consumer
3. Values - Cadbury's mission statement says simply: 'Cadbury means quality'; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise is delivered'
4. Culture - For many people, chocolate is
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. These core values help to differentiate Cadbury from other brands and ensure its competitive advantage
A brand is a complex symbol that can convey up to six levels of meaning
1. Attributes - a brand brings to mind certain attributes
- Cherry Ripe - ripe juicy cherries and moist coconut smothered in rich 'Old Gold' Dark Chocolate
- Crunchie - golden honeycomb smothered in Cadbury 'Dairy Milk' Milk Chocolate
- Flake - unique, delicate strands of crumbly, flaky Cadbury 'Dairy Milk' chocolate
- Picnic - combine delicate fingers of crisp wafers, temptation of chewy caramel with goodness of rice crisps, all generously encased in Cadbury chocolate
- Roses - delicious mix of Milk and Dark chocolates, ideal token gesture for any occasion
- Dairy Milk - the goodness of a glass and a half of rich full cream milk in every 200g, Australia's favourite chocolate
2. Benefits - each brand's attributes must be translated into functional and emotional benefits to the consumer
3. Values - Cadbury's mission statement says simply: 'Cadbury means quality'; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise is delivered'
4. Culture - For many people, chocolate is
References: Kotler, P 2003, Marketing Management, 11th edition, Pearson Education, NJ, USA Cadbury, http://www.cadbury.com.au, http://www.cadbury.co.uk, http://www.cadburyschweppes.com Cadbury Head Office, The story of Cadbury and Chocolate Making, Port Road, Hindmarsh, SA Gain Report #AS2042, Australian Product Brief Confectionery Products 2002, Australian Centre for Retail Studies