Brand and Dairy Milk
16304_Cadbury
9/28/04
4:10 PM
Page 1
Business 2000
EIGHTH edition
Developing brand identity
Brand Development - Building the Dairy Milk Megabrand
A brand identity is the message sent out by the brand through its name, product shape and design, visual symbols (such as logos), advertising etc.
This identity needs to be planned by brand management, as this is key to gaining market acceptance and leadership.
The Brand Pyramid - Brand Meaning
◗
◗
transfer to all sub-brands. The risk however, is that if one brand is unsuccessful or falls into disrepute, the reputation of the complete family of brands can be tarnished. Cadbury is a family brand.
Individual brand names (or multibrands): In this case each brand is created and named separately and has a separate identity.
Using a family brand may not be suitable as the brand values may be too far apart.
Combination brand names: This approach allows for the optimal use of the corporate (family) brand name, while allowing an individual brand to be identified, e.g. Cadbury Dairy Milk.
brand core brand proposition
introduction
The Cadbury Family Range
brand style
Since setting up in Ireland more than 70 years ago, Cadbury has become the undisputed market leader in the chocolate market with a 48% share of a market worth €473 million annually.
The Dairy Milk brand alone accounts for approximately 33% of Cadbury’s total chocolate
Cadbury Ireland is a subsidiary of blocks (moulded) and bars sales, making it the number one confectionery brand in the
Cadbury-Schweppes plc, a global leader in market. The continued success of the Dairy Milk brand is testament to the quality the manufacture of beverages and confectionery of its brand management. This study will examine the nature of a brand and the products. Cadbury Ireland was set up in 1932, producing critical role of managing a brand concept.The latest strategic development of the just three products, including
9/28/04
4:10 PM
Page 1
Business 2000
EIGHTH edition
Developing brand identity
Brand Development - Building the Dairy Milk Megabrand
A brand identity is the message sent out by the brand through its name, product shape and design, visual symbols (such as logos), advertising etc.
This identity needs to be planned by brand management, as this is key to gaining market acceptance and leadership.
The Brand Pyramid - Brand Meaning
◗
◗
transfer to all sub-brands. The risk however, is that if one brand is unsuccessful or falls into disrepute, the reputation of the complete family of brands can be tarnished. Cadbury is a family brand.
Individual brand names (or multibrands): In this case each brand is created and named separately and has a separate identity.
Using a family brand may not be suitable as the brand values may be too far apart.
Combination brand names: This approach allows for the optimal use of the corporate (family) brand name, while allowing an individual brand to be identified, e.g. Cadbury Dairy Milk.
brand core brand proposition
introduction
The Cadbury Family Range
brand style
Since setting up in Ireland more than 70 years ago, Cadbury has become the undisputed market leader in the chocolate market with a 48% share of a market worth €473 million annually.
The Dairy Milk brand alone accounts for approximately 33% of Cadbury’s total chocolate
Cadbury Ireland is a subsidiary of blocks (moulded) and bars sales, making it the number one confectionery brand in the
Cadbury-Schweppes plc, a global leader in market. The continued success of the Dairy Milk brand is testament to the quality the manufacture of beverages and confectionery of its brand management. This study will examine the nature of a brand and the products. Cadbury Ireland was set up in 1932, producing critical role of managing a brand concept.The latest strategic development of the just three products, including