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 …

…attempts to operate as a socially responsible business The choice to support and sponsor certain events and organizations alos shapes these images 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