Report on Strategic Brand Management and Effective Advertising Analysing Cadbury Dairy Milk

Introduction of Strategic Brand Management and Effective Advertising of Cadbury Dairy Milk

            In this era of intense local and global competition, it is vital for brands to be proactive in their brand management and advertising so that they are able to get a place in the minds of consumers. It is so often that when people would think about a certain product, then few brands instantly come in mind. It is interesting to know, why it happens like this. It happens because those brands have used great brand management and extensive marketing, which has forced consumers to remember the name of their brand. So, brand management is so vital for companies to do better branding of their products so that they have a distinguished position in the market. In today’s digital era, it has become even more critical to do branding with effective marketing so that a product can stand out in this intense competition, where a variety of alternatives available for every product (Mindrut, Manolica and Roman, 2015). In this paper, the focus will be to discuss the branding of the product named “Dairy Milk”, which is a brand manufactured by Cadbury. It will be analysed how branding has been used as a marketing tool to achieve great brand positioning in the market by Dairy Milk, as one of the famous chocolate brands in the world (IAPI, 2014)

Discussing the Successful Branding of Dairy Milk

            Dairy Milk is a product, which has been selected for this discussion, which is one of the famous products in the world when it comes to chocolates. The story of Dairy Milk is the great story of a product becoming a huge brand in the world. The rationale for selecting this particular brand is its strong branding and popularity all over the world. There are various products, which have become a famous brand name for a company, and this is what Dairy Milk has done for the Cadbury. Dairy milk has been a true inspiration in the confectionery brands, so it is vital to learn from such brands, how they reached here. It is vital to learn from the brand, which used a variety of marketing and advertising techniques to make a brand image in the minds of consumers, which is staying as strong as ever. Cadbury is an old company, which started its operations from the UK way back in 1824. The most famous product of Cadbury is Dairy Milk, and this product was launched way back in 1905 as a Dairy Milk Bar. When confectionery brands of the world are reviewed, it is vital to know that Cadbury has earned a place as 2nd most successful and largest brand all around the globe. They also have various other products such as Roses, Crème Egg, and Fudge Minis. But Dairy Milk remains to be their number one, and most successful product. It will be right to say that people know and recognise Cadbury for their Dairy Milk chocolates (Chamat , 2015)

            The popularity and success of Dairy Milk have been a great inspirational story for many other brands so that they can learn something from this great story. It is quite amazing to see how a single brand has earned success for such a long period. Just take one example of the popularity of Dairy Milk all over the world that market share in the Indian market for Dairy Milk is 70%. India has a huge population and it is amazing that such a huge population has accepted a brand. It shows the great branding ability of Dairy Milk that it became a signature brand for the Cadbury. It is also important to understand that there has been a cultural shift in using chocolates, especially other than the developed world (Malik, Ghafoor and Iqbal, 2013).

This shift in taste and preference made chocolate one of the products used by masses, and this is where Cadbury Dairy Milk made a great move. They came up with great advertising and effective marketing strategy to get things going to make this brand such a huge success all over the world. There have been so many plus points for Cadbury Dairy Milk to become a heart favourite brand for so many people all around the globe. It has been observed that the taste of dark chocolate has been one of the major forces to make it a big success. Consumers liked the taste of Dairy Milk more than anything. Whenever research was done to analyse the success level of Cadbury Dairy Milk, the users came up with a response, which showed that taste was liked the most. Moreover, the marketing and advertising strategy of the brand has been very aggressive in so many ways. The company came up with so many creative ads to attract the attention of consumers, and they also made ads, which allowed people to relate with the brand. This is how they created great brand equity (Fernandes, Chaudhuri and Vidyasagar, 2017)

There are many factors that influence the strength of their different product or trend in the market. If these factors are understandable by the interpreting your, then it could be easy to introduce new product in the market with effectively and efficiently method. Brand Equity also known as customer based brand equity that is used to develop model and strategic brand management. The concept behind brand equity model is based on order to build strong brand and ship the product according to the requirement of customer and. By the use of food product, customer feels that the product is made for him. When you have strong brand equity, customer is ready to pay more for the prior product to get the product minimum (Aaker, 2013). There are different steps that are used to gain brand equity in the market to successful brand in the market such as:

·         Brand identification of Strategic Brand Management and Effective Advertising of Cadbury Dairy Milk

The first step of brand equity is based on the creation of goal and awareness about the product that is required to ensure that Brandy stand out and customer recognize it. Cadbury Dairy Milk Having a strong brand in identification that is the customer identifies it among different kinds of chocolates (Lin, 2020).

·         Brand meaning of Strategic Brand Management and Effective Advertising of Cadbury Dairy Milk

The goals are defined in the brand identification or necessary to learn about the meaning of communication, and other performance factors in the market. There are different characteristics and features adopted by the brand product, such as reliability, durability and serviceability as well as effectiveness and efficiency of their design and performance of the product.

·         Brand response of Strategic Brand Management and Effective Advertising of Cadbury Dairy Milk

Feedback and responses are the main factors of any product or brand. When the customer’s constantly making judgments about the brand, there are different four aspects about which customer concerned. Quality is judged by the customer of a product and based on the brand they prove. They check the quality of the product. Equity is using by customers to learn about the product and to check that are trustworthiness and likeability of the product. Customer judge hold the product is concentration taken for him. Customer access whole Brand is and compared with the other competitors in the market (Barnett , 2019).

Sources of Brand Equity of Strategic Brand Management and Effective Advertising of Cadbury Dairy Milk

There are different sources of brand equity such as symbols and logos that are from the other side from trademarks and recognition about legal protection of the brand.

·         Symbols of Strategic Brand Management and Effective Advertising of Cadbury Dairy Milk

Set another timer for in order to target audience or the customer that purchasing our product and service. There should be use symbols by the brand to create positive connotation and different position in the mind of customer. One thing about in favour of the symbols that there are much easier to remember the brand names and the companies that are using to promote the brand user brand symbols is desirable according to the customer to attract the audience according to the brand’s personality. If the symbols of the brand are certain way, it may be possible to discuss which brand is used to look at it just in a glass and to make it possible for the customer to purchase from it?

·         Logos of Strategic Brand Management and Effective Advertising of Cadbury Dairy Milk

Logos are the other than form of symbols, there are also logos that are actually used as graphic image to describe and represent the brand name. Customer use to learn about the logos and. Identify the brand just in watching about the logos. A logo should be simple, definable, practical, impactful, memorable and easy to identify for the customers.

·         Trademark of Strategic Brand Management and Effective Advertising of Cadbury Dairy Milk

Trademark please unique design and symbols that are used by the people to identify a brand and there are different trademarks that is known by the customer according to the quality and service of the product. Our trademark is used. How to indicate the commercial source of certain or specific product and service? Trademark indicates and promotion of the registration of trademarks and the service of the product (Rios and Riquelme, 2010)

Paul Feldwick describes different methods and benefits of the communication of the brand. It is used by the parents to answer the different question of the customer. Some important aspects of brand communication are concerned in the brand identity and help to Brand with to get investment in the communication and sponsorship of the brands by advising media, offer, TV and other channels. Cadbury dairy milk is enjoying different method and the communication benefits described by Feldwick. Communication of brand is help to achieve high reliability and resale revenue from their customers who gain information about the brand communication. There are short term as well as long term benefits of brand communication such as it turns into profit on most brand that increase the short-term spending of the brand communication. Then vestment in long term economic value lies in the effective communication and more profitable to gain among the customers (Jones, 1999)

Recommendations of Strategic Brand Management and Effective Advertising of Cadbury Dairy Milk

There are different steps that are used to improve brand strategies such as explained in the followings:

·         Define your brand according to the strands and mirrors that could explain the better about the brand equity.

·         Brand element should be defined and well established by the management of the brand.

·         Consider your overall business strategy according to the development of the plant and to interpret it according to the goals that are we want to achieve.

·         Identify your customers and the clients that are through have to target by the brand strategy and you have chosen to select the people who will. Purchase your product.

·         Make possible research about the targeted customers and the groups that are ripped based on the high frequency of purchasing the goods.

·         Develop brand positioning in the mind of customer and make a difference opportunity for the customer to get the potential customer in the purchase of brand.

·         There must be development of strategy that could be used to messaging and communication about the brand positioning in the minds of the customers.

References of Strategic Brand Management and Effective Advertising of Cadbury Dairy Milk

Aaker, (2013) What Is Brand Equity?, [Online], Available: https://www.prophet.com/2013/09/156-what-is-brand-equity-and-why-is-it-valuable/ [14 May 2020].

Barnett , (2019) Brand of the Year shortlist profiled: Cadbury, [Online], Available: https://www.marketingweek.com/masters-brand-of-the-year-2019-shorltlist-cadbury/ [14 May 2020].

Chamat , (2015) Branding Strategies we can Learn from Cadbury, [Online], Available: https://www.8ways.ch/en/digital-news/branding-strategies-we-can-learn-cadbury [12 May 2020].

Fernandes, , Chaudhuri, and Vidyasagar, (2017) 'Success crowns cadbury dairy milk: Brand and culture analysis', International Journal of Applied Business and Economic Research, vol. 15, no. 2.

IAPI (2014) How Cadbury Dairy Milk earned its place as the, [Online], Available: https://www.iapi.ie/files/awards/cadbury_dairymilk_case_study_2014.pdf [12 May 2020].

Jones, , (1999) How to Use Advertising to Build Strong Brands, illustrated Edition edition, SAGE.

Lin, (2020) Cadbury New Global Brand Identity, [Online], Available: https://www.packagingoftheworld.com/2020/04/cadbury-new-global-brand-identity.html [14 May 2020].

Malik, M., , Ghafoor, , and Iqbal, K. (2013) 'Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer', International Journal of Business and Social Science, vol. 4, no. 5.

Mindrut, , Manolica, A. and Roman, T. (2015) 'Building Brands Identity', Procedia Economics and Finance, vol. 20, pp. 393-403.

Rios, , and Riquelme, , (2010) 'Sources of brand equity for online companies', Journal of Research in Interactive Marketing, vol. 4, no. 3.