Review of Brand Equity Management Strategy to Avoid Overexposure - Management Assignment Help

Assignment Task:

Executive Summary 

This report was developed to analyse the brand Cadbury Australia, particularly the Cadbury Dairy Milk product line. Data was obtained from secondary sources, including media articles and company data, in addition to scholarly textbooks and journals to obtain information regarding the Cadbury Dairy Milk product. Cadbury is a market leader in chocolate products, with Cadbury Dairy Milk sold in over 40 countries worldwide (Mondelez International, 2017). Cadbury is identified as a market leader in Australia, holding over 50% of market share (Neiburg, 2013). 

This report identifies and analyses some of the key brand elements that contribute to Cadbury's strong brand equity, including the company logo, symbol, slogan, packaging and characters. An evaluation of Cadbury's target revealed a particular focus on families with primary age children. Cadbury positions its products on the basis of price, quality, taste and availability against its direct competitors, Mars and Nestle, and indirect competitors Lindt and supermarket generic brands. The marketing mix analysis in this report explored Cadbury's strategies in price, promotion, product and place in creating value for customers. 

Cadbury utilises high brand equity to ensure its Dairy Milk products are in the minds of consumers. Cadbury strategically use their integrated marketing communications to generate brand awareness, through brand recognition and recall, as well as brand image to ensure Cadbury's brand is within a consumer's evoked and consideration set. To develop and protect Cadbury's current brand equity, this report provides the following recommendations: 

1. Review of brand equity management strategy to avoid overexposure;

2. Monitor and review strategies of competitors to maintain a competitive advantage;

3. Introducing new, unique brand elements to brand campaigns to create stronger brand associations;

4. Investing in research and development into reduced-sugar Dairy Milk products to cater to changing consumer preferences; and

5. Developing upon brand protectability criteria to maximise Cadbury's legal protection of current and future brand equity.

1 Introduction to Cadbury Dairy Milk

Cadbury is a best-selling confectionery brand originating in the UK in 1905 (Cadbury Australia, n.d.). The brand is currently owned by Mondelez International Inc. (formally Kraft Foods) within Australia, generating over $3 billion in revenue in 2016 (Mondelez International, 2017). Dairy Milk chocolate is a product category within Cadbury's brand family, serving as a market leader in the confectionery market, with its unique rich, creamy taste. Over 30.2% of Australians consume Cadbury Dairy Milk once a month, serving as Australia's market leader (Hagemann, 2017). Cadbury's global branding strategy contributes to the development of high brand equity worldwide through Cadbury's use of unique brand elements. 

2 Brand elements 

Cadbury's brand elements adopt criteria from both offensive and defensive marketing strategies. Cadbury's offensive marketing strategy contributes to the creation of brand equity through memorability, meaningfulness, and likability. Cadbury also uses transferability criteria within its defensive marketing strategy to protect and maintain its current brand equity (Keller, 2013). 

Currently, Cadbury does not employ distinctive spokespeople or jingles in its Australian marketing strategy. Cadbury have used jingles in the past; however the brand have shifted its focus to its brand slogan: "a glass and a half for everyone” (Cadbury Australia, 2018). For additional brand elements, refer to Appendix A and B. 

2.1 Brand name 

The brand name 'Cadbury Dairy Milk' is a memorable brand name, helping consumers retain and recall their name to memory (Keller, 2013). The brand name 'Cadbury' originates from the owner, John Cadbury, becoming easily recognisable as a unique brand name (Cadbury Australia, n.d.). The name 'Cadbury Dairy Milk' facilitates consumer recall of Cadbury's high-quality, creamy milk chocolate. Using a short, easy to pronounce brand name is advantageous for Cadbury in facilitating meaning for consumers, creating a memorable brand association (Keller, 2013). The Cadbury Dairy Milk brand name have a high degree of transferability into any line extension, including the Cadbury Dairy Milk Caramello or Freddo blocks. 

2.2 Brand logo and symbol 

Cadbury's logo reflects the brand's history and association as a reputable confectionery brand. The brand's symbol, a glass and a half of milk, reflects Cadbury's unique recipe including a glass and a half of full-cream milk in every 200 grams (Cadbury Australia, n.d.). Cadbury's Dairy Milk logo, provided in Figure 1, evokes memorability as consumers can easily identify and recall the brand (Montgomery, 2013). Cadbury's logo with its brand name simplifies its transferability across cultures and product categories; despite changing its logo over time to create a modern look (refer to Appendix A). In Australia, Cadbury lost a trademark battle against Darrell Lea in an attempt to differentiate itself from competitors with its distinctive purple colour (Tan, 2008). Cadbury has recognised the purple used in the brand logo, symbol and packaging has contributed to brand association and memorability, however its attempt of protectability was unsuccessful.

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