2.3.1 WHAT IS BRAND AND BRANDING?
Brand is a identity of organizations terms and condition of the products or services they offered for. A band can be a product service category, destination location, company, person, sensory appeal concept or a idea. (Diasz, 2013) American marketing Association defines brand as a symbol or design or combination of them, intend to identify the goods and services for one seller or a group of sellers and to differentiate them from those of the competition. (association, American marketing)
Cadbury introduce what its claim is more “accessible” look to the packaging for its flagship dairy milk brand in attempt to bring the product closer to the “informal” tone of its marketing …show more content…
i. It Should include the Purpose:
Nowadays people do have so many choices in most fields where they spend their valuable money. And often the only thing differs from its competitors is the purpose of the product. For an Example:
The "glass and a half of full cream dairy milk in every slogan with the picture of milk pouring into the chocolate block, is one of the all-time greats of advertising brand purpose ii. Brand Agility
Customers taste will not be the same, customer expectations will be high on each day. Brand need to be change with its time. Brad needs to be keep up changing to the surrounding Culture.
Cadbury Brands have varieties of choices, sizes, types, with so many customer benefits , discounts, as well as offerings. Ex: Discounted tickets for Cadbury world when you purchase chocolates. iii. Successful Brand is Unique
Dairy Milk bars changed to a full-color plastic wrapper in 2009 to ensure freshness, the first radical change in its packaging style in decades—though it still kept a paper wrapper style in some of its packaging styles. (Kayla, 2013) iv. Suggest Product Benefits:
Cadbury do have the benefits of eating the chocolate, nutrient details are been addressed on the back side of the …show more content…
Credibility: he way you communicate your brand to the audience/ customers should be realistic.
Uniqueness: A strong brand should be different and unique. It should set you apart from other competitors in market
Some of the Cadbury’s Brand attributes:
Logo : The goodness of glass and half or rich full cream milk in every 200g
Benefits: Each brand attributes translated into functional & emotional benefit tot the customer
Bran Equity: Customer repeat purchase- Cadbury rand equity is highly differentiated from other brands
Brand Name: brand name combines with personalized names
Brand Building: Press release, magazine, advertising and campaigns
Frequently promoted in sponsorships
Attractive color of Labels and packaging
2.3.4 BRANDS PERSONALITY Brand personality is how consumer associate certain personality traits to brands, and how marketers try to associate personality traits to their brands (Schiffman, 2014). Aaker (marketing) developed personality frame work marketers can use to determine their brand. which includes 5 core