Branding and brand management Essay

What is a tick off?A instigator is a name, term, sign, symbol, or design, or a combination of them, think to identify the goods or services of one seller or assembly of sellers and to oppositeiate them form those of competitorsEssenti every last(predicate)y a marketers arrangement is to deliver a limited set of features, benefits and services consistently to the buyersCadburys best tasting chocolate constitutes the main ingredient of much of these products including everything from strong blocks to chocolate filled bars and noveltiesThe Cadbury imperfection is associated with best tasting chocolateMarketing managers at Cadbury are working to ensure this association is continually developed. Key concepts of quality, taste and emotion underpin the Cadbury mark off. These core think ofs dish out to distinctiate Cadbury from other patsys and ensure its competitive advantageA flaw is a complex symbol that can withdraw up to sextette levels of meaning1. Attributes a mak e brings to mind certain attributes carmine full ripe juicy cherries and moist coconut surround in well-off Old Gold Dark Chocolate Crunchie golden honeycomb smothered in Cadbury dairy take out Milk Chocolate Flake unique, diffuse strands of crumbly, flaky Cadbury Dairy Milk chocolate Picnic combine diffused 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 loaded full cream take out in every 200g, Australias positron emission tomography chocolate2. Benefits each brands attributes moldiness be translated into serviceable and emotional benefits to the consumer3. Values Cadburys mission statement says simply Cadbury instrument quality this is our promise. Our reputation is built upon quality our commitment to continuous return will ensure that our promise is delivered4. Culture For many people, chocolate is Cadbury, and no other brand will do5. Personality taste, colour proud and the glass and a half symbol all all hallmarks of Cadbury constitution6. Users the kind of consumer or who buys or uses the product. Loyal customers are the most(prenominal) blue-chip customers to have because they will buy your product over and over once againBrand equity Brands vary in the amount of power and look upon they have in the marketplace Brand equity is an asset Cadbury brand equity is highly assortediated from other brands with consumers. Brand equity is the value consumer loyalty brings to a brand, and reflects the likelihood that a consumer will repeat purchase. This is a major source of competitive advantage.Brand name decisions Manufacturers and service companies who brand their products must choose which brand name calling to use Cadbury brands include the merged name combined with case-by-case names The company name legitimises, and the somebody name individualises the newfound product A suitable name, must be chosen and registered it must be unique to the product and in immediatelys business arena, it should be capable of internationaluse. Careful checks must be made to ensure that the selected name does not mean something different in other languagesBrand-building toolsAmongst the most important tools for attracting economic aid to Cadbury brands are national relations and press releases brands can gain a lot of attention from well-placed newspaper and magazine stories. Sponsorships brands are frequently promoted in sponsored events. Cadbury sponsor the Melbourne shape Carnival, the animal nursery at the Royal Show, and the three clip AFL premiership prizewinning Brisbane Lions Factory visits Cadbury have factory tours in which they invite visitors to spend the solar day at their Claremont factory in Tasmania Event marketing product launches kind cause marketing some of the projects that Ca dbury provide are the Students In vacate Enterprise, Foodbank and the Variety ClubBrand strategy decisionGenerally a companys brand strategy varies depending on whether the brand is a useful brand, image brand or an experimental brand functional brands are purchased to satisfy a functional need much(prenominal) as immediate eat i.e. chocolate bars image brands arise with products or services that are difficult to differentiate, or to assess quality, or convey a statement about(predicate) the user experimental brands involve the consumer beyond simply acquiring the productOver time, each type of brand can be developed further. A company can hive away 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 localizationCadbury need to periodically audit their brands strengths and weaknessesIt will occasionally discover that it whitethorn have to re present the brand because of changing customer preferencesWhat are Cadburys key brands?The Cadbury Dairy Milk block is the companys flagship brandThere are many other favourites including Fruit & Nut and chromatic Nut, as well as popular cream filled products such as Snack and CaramelloCadbury produces a variety of boxed chocolate assortments, most notably Milk Tray and Roses. Childrens lines include Australias long time favourites Freddo Frog and Caramello Koala.Famous Cadbury chocolate bar lines such as Cherry Ripe, Picnic, Flake and Crunchie also feature amongst Cadbury brandsAre there different brands for different target markets?The Cadbury brand has a profound impact on individual product brands. Brands have individual personalities aimed at specific target markets for specific needs e.g. TimeOut, for example, is an ideal snack to have with a cup of tea leafConsumers know they can trust a chocolate bar that carries Cadbury brandingThe relationship between Cadbury and individual brands is symbiotic with some brands benefiting more from the Cadbury relationship, i.e. smooth chocolate brands such as Dairy Milk.Other brands have a more distant relationship, as the consumer motivation to purchase is ingredients other than chocolate, e.g. Crunchie.Cadbury has determine brand values and adjusts its advertising strategies to reflect these values in different markets. Its strategy can vary from increasing brand awareness, educating potential customers about a new product, increasing seasonal purchases, or as is presently the case in the Go Another Cadbury campaign to highlight the haughty emotional value of the brand.How are the brand images related to Cadburys boilersuit positioning in the market?Customers come to know a brand through a range of contacts and touch points, particularly trough raillery of mout h, personal observation and use, and images through advertising and promotionThe taste of Cadburys chocolate has long been the focus of Cadburys advertising. This has been supported by the shibboleth a glass and a half of full cream milk in every 200 grams, accompanied by a double of milk pouring into the Cadburys Dairy Milk chocolate block. This was a tremendous advertising coup and has served the brand well for over 50 years. The image has become an integral part of the packaging design and has been have in magazines, and on buses and trains, billboards, and televisionCadburys unshakable dedication to custom and philosophy of using only the finest quality of ingredients and finest quality goods help to position it not only in Australia but all over the human raceCadbury has established itself as a company of fairness and integrity, which always attempts to affiance as a socially responsible businessThe choice to support and sponsor certain events and organizations alos shapes these imagesReferencesKotler, P 2003, Marketing Management, 11th edition, Pearson Education, NJ, USACadbury, http//www.cadbury.com.au, http//www.cadbury.co.uk, http//www.cadburyschweppes.comCadbury inquiry Office, The story of Cadbury and Chocolate Making, Port Road, Hindmarsh, SAGain Report AS2042, Australian return Brief Confectionery Products 2002, Australian Centre for Retail Studies