Analysis of Cadbury
JOURNAL OF CRITICAL REVIEWS ISSN- 2394-5125 VOL 7, ISSUE 14, 2020 Brand Management: Analysis of Cadbury Rinoy Babu ManakkalethuResearch Scholar Department of Commerce Sree Narayana Guru College, K.K. Chavadi, P.O., Coimbatore Dr.D.MahilaVasanthiThangam Associate Professor of Commerce Karunya Institute of Technology and Sciences Coimbatore-114 Abstract This study is conceptual in nature, covers a detailed description and analysis of the Brand Elements, Brand Loyalty, Brand Architecture, Positioning, repositioning, Brand Image, Brand Awareness etc. The objective of this research was to breakdown and analyses the strategic brand management process of Cadbury, a subsidiary of Mondelez International. As we all know, Cadbury is a brand that enjoys much Brand Equity owing to its high Brand Awareness, Brand Loyalty, and perceived quality. The Brand Elements of Cadbury has played a major role in its branding over the years. It is because of the high popularity of the brand elements of Cadbury that even after its acquisition by Mondelez International, they have not altered the name or any other aspect of the Brand Elements. In this project, we analyse various dimensions of the strategic brand management process of Cadbury. Also tried to analyse the Brand Image and Awareness for Cadbury. Various Frameworks and examples have been applied for this study. Introduction Cadbury, formerly known as Cadbury’s and Cadbury Schweppes, is a British multinational confectionery company wholly owned by Mondelez International (originally Kraft Foods) since 2010. It is the second largest confectionery brand in the world after Mars. Cadbury is internationally headquartered in Uxbridge, West London, and operates in more than 50 countries worldwide.
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